Lady Gaga’s halftime show will go down as the second most-watched halftime show in Super Bowl history at 117.5 million viewers (after Katy Perry’s 120.7 million viewers in 2015).
That’s at least 5 million more than the average viewership of Super Bowl LI itself, which took place in Houston this past weekend. While Gaga’s eccentricities can partially take credit, these four other factors made the show memorable and enhanced user experience—something planners can mimic at events.
A “Wow” Factor Entrance
Lady Gaga’s airdrop into Houston’s NRG stadium made quite the impression and raised thousands of questions. (For those interested: The jump was actually pre-recorded, but she was still suspended in real time above the stadium without using a body double.) While her air dance was a little awkward, it will likely go down as one of the most impressive halftime-show entrances. Similarly, meeting planners should think about kicking up their speaker entrances a notch to create momentum for the event that’s to come.
Themed Costuming or Branding
You can’t have a Lady Gaga performance without some serious costume changes, and her white, football-themed crop top was definitely unforgettable and well themed. Similarly, branding an event using memorable shapes and colors can help with user experience. Whether you’re using colors to remind attendees of a corporate theme or to help with wayfinding, having an expert work on design and layout can go a long way.
Gaga is no stranger to performing, and her direct looks into the camera matched by her sweet shout-out to her mom and dad made her performance realistic and made her more lovable. Planners can take note when sending out event flyers and invites. Use language that feels personable and like the corporate brand or event you’re representing. If you’re a young tech company, be playful. For a buttoned-up law firm, take the liberty to use verbage that plays off some of the more technical terms used in the office.
Involve the Crowd
Lady Gaga’s halftime crowd was one of the most involved in recent years, waving lanterns in what seemed like perfect unison. Giving an attendee any sort of item to carry or use for participation goes a long way in creating a memorable, interactive event. Plus, he or she can use it as a takeaway to bring back home or to the office. You can also kick it up a notch using technology; Gaga used drones to highlight the narrative of her performance message.