I n the fall of 2022, fresh tech industry news hit the airwaves: TikTok was subleasing a more than 600,000-square-foot office complex in San Jose, California. The offices once belonged to Yahoo!, but TikTok’s workforce quickly moved in — and soon afterward, 3,000 of them rocked the campus during an unforgettable New Year’s Eve celebration produced by Eventique. The TikTok crew explored a custom mirror room, a karaoke room, a game room, and an infinity dance floor. They networked, staked their claim to the campus, and gyrated to the signature hip-hop and R&B beats of DJ Umami, the former Golden State Warriors and current San Francisco Giants DJ. According to Eventique Vice President of Creative and Strategy Eric Wielander, this event was the latest and largest in a string of Eventique productions for TikTok and its parent company, ByteDance. “Near the beginning of the pandemic, TikTok contacted us and said, ‘Oh my gosh, do you guys do virtual games and events? We want to keep our staff connected!’ Over time, we went from hosting these little ‘Jeopardy’-style Zoom games for certain divisions of the company to producing companywide virtual gatherings, like end-of-year celebrations,” Eric says. In addition to those early team-building events for TikTok’s North American offices, in the fall of 2020, Eventique produced a Latinx Heritage Month virtual creator event for TikTok called “Familia Latina.” BizBash described the event as a “hacienda- style 3D environment” for Latinx influencers, who could take snapshots at a virtual photo booth, enjoy performances from George Lopez and Becky G, examine a bookshelf packed with creator and trailblazer biographies, and score content creation tips from TikTok’s employees.
After the success of “Familia Latina,” TikTok’s relationship with Eventique blossomed. In 2020, Eventique produced the platform’s first-ever virtual End-of-Year Celebration. In 2021, TikTok’s Summer Wrap Party — starring celebrity guest Terry Crews — won a BizBash Event Experience Award for “Best Virtual Team-Building Activity.” Then came the 2022 End-of-Year Celebration with rapper Lil Jon. It raised the bar for the industry, winning two BizBash Event Experience Awards for “Best Virtual Experience” and “Best Virtual Team-Building Activity.” “I love when Eventique is able to grow with our clients, and our relationship with TikTok is a great example of that growth,” Eric says. “We started producing small virtual events for them in 2020, and now we’re producing their live events for 3,000 people.” During that time, the world watched TikTok grow by almost 60% in 2020 and more than 40% in 2021 — and the team at Eventique doubled. TechCrunch reports TikTok is now the third-largest social network in the world after Facebook and Instagram. Eventique has cultivated a similar relationship with the South Korean manufacturing and service conglomerate SK Group and, more specifically, its electric vehicle charging station arm, SK Signet. First, Eventique produced a simple ribbon cutting for SK’s new factory in Bay City, Michigan. Then, they went on to coordinate other factory openings for facilities as far-flung as Plano, Texas. Next, Eric says, Eventique will work with SK to execute brand activations at large-scale sporting events. Eventique Senior Project Manager Amelia Friedman tells a similar story about the growth trajectory of another Eventique client, the eCap Summit. The eCap Summit is a multiday, “all-inclusive retreat” and networking opportunity for key players in the health care industry, including lenders, brokers, bankers, and executives. Their first call to Eventique surprised the whole team. “In 2018, we were asked to step in on a 300–500 person eCap Summit down in Miami to help with last-minute logistics. We ended up taking a bigger role than expected in producing that event. Then in 2019, we produced the entire conference for 600–800 people,” Amelia says. “Jump to today, and we are loading in for the same exact conference — this time expecting about 1,500 people!” Eventique has produced eCap for six years running, bringing in celebrity speakers like Shaquille O’Neal, Magic Johnson, and Kevin O’Leary to excite the high-profile crowd. Amelia says the team’s creative freedom has expanded along with the event. In 2023, Eventique supplemented eCap’s usual breakfasts, poolside hangouts, evening parties, and afterparties with tricycle snack bikes that crisscrossed the property, bringing tasty morsels directly to attendees. Eventique has also designed eCap’s sister summit for the real estate industry, eCore, since 2020. “The eCap Summit has really grown, and it has been fun to watch that growth,” Amelia says. Would you like to see your company blossom with help from Eventique? Visit Eventique.com or call 212-616-1655 to request a proposal for your next corporate event.
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