Actividades: To customise means to personalise, to adapt. A new advertising trend has begun to develop recently which offers consumers to take part in the creation of the product according to their own needs and tastes. Give an active role to attendants when planning your next event. Here are some suggestions: Communicate the challenge Create a microsite or blog of your event. It will be the platform from which you will communicate with your prospective attendants. You will need a communication tool which will allow them to share their feedback with you. Send the direction of the blog or site to your prospective audience by e-mail with a suggestive claim, such as “We want you to create an event with us” and invite them to take an active part in customising the event. Make sure the action is widely communicated in the media to get as much people to participate as possible. Another option is to send an e-mail in an attractive format to catch the audience’s interest, with the information of the site or blog where they will find all the necessary information to take part in the customisation of the event. Facilitate the process Use a simple format to make the process easy and quick (long and detailed questionaries can be very boring and can make people lose interest). Divide the questions in simple sections (such as, venue, music, decoration, type of food, entertainment, etc). Suggest 4-5 options for each question as varied as possible to include all preferences. Use an interactive format, with audio options for the music section or video for the venue section so people can get a feel of what the places look like before selecting one. Make attendants select each component of the event according to their preferences: starting from the venue (garden – loft – museum – ship, for example), and following the type of music, decoration, entertainment and food, as well as the content of the goody-bag which will be handed out to guests at the event. The result of all the contribution can be a very surprising event, either uniform in its components or totally eclectic. Catching the interest of prospective guests and making them take part in the event is the key to success in attendance. Everyone will want to know what the event eventually looks like in the end! Set deadlines for the participation. You will need to take time in the counting of votes before starting to plan the event. Final result Communicate the results of the challenge to all participants. Send out invitations, reminding guests that the event is a joint labour and making it welcoming for them to attend “their event”. Once the event is over, publish photos and information on the event in the blog or site and ask guests to share their opinions and comments.