A Look Back at Michael Bay’s Disaster Keynote Appearance at CES 2014

Awkward Moments

We’ve all been there. You’re watching sport on your TV, you’re at your favourite singer’s live gig, or even just listening the news as you cook your breakfast, then out of the blue something goes wrong. The video may freeze, the sound may go on mute, or there’s just an awkward moment when nothing is going on and no one knows what to do or say. With the occasional technical problem or just misunderstandings between those involved, there’s nothing worse than a Live Event fail. Most often, such glitches can be minimised, or even avoided completely with both Live Events and Virtual Events. Using this event mishap example, we can all learn a few key procedures to conduct before our event gets under way.

The Case Study

To start, let’s delve into this example featuring the world-renowned film director and producer, Michael Bay. Famous for his high-budget, action-packed movies, such as Bad Boys and the Transformers franchise, Michael was asked to promote one of Samsung’s brand new curved televisions at the 2014 Consumer Electronics Show (CES). Being so experienced in high-pressure situations, you would expect a very professional, slick performance by Bay in front of the tech enthusiast crowd. What (quite rapidly) went wrong; however, led to him giving up altogether and walking off-stage.

The Problem

The main issue here was the coordination between the speaker and the teleprompter. With any large-scale corporate keynote, teleprompters are the essential tool to keep speakers in line with the script and talking at the right speed. What happened here was that Michael lost his synchronisation with the autocue, leaving him completely lost on what to say in front of the large audience watching at the venue and from the comfort of their own homes.

The Solutions

So, what could’ve been done here? Simply put, Samsung and Mr Bay could have done 3 main things to have been better prepared. With any event, technical difficulties can sometimes disrupt proceedings; therefore, protocols should have been put in place for such occurrences. Firstly, and most importantly, Samsung should have organised a rehearsal session with Michael. Such a rehearsal would ideally have taken place the day before the event, if not even further in advance. This would have allowed him to get used to speaking with the teleprompter, to understand the timings of the session, and the speed at which he was required to speak.

Secondly, Samsung should have sent Michael the script beforehand to have a read-through. This would have alleviated many of the issues faced in this example. By providing a script, Michael would have been able to present at a good level, even if the teleprompter failed to work entirely. It was clear to see that, even after the keynote speaker asked him a couple of questions to divert the topic of conversation, Michael still struggled to say anything meaningful to the audience. It is likely that he didn’t even know what questions were going to be asked to him.

A third and final option for the crew to prevent such issues would have been to provide a backup arrangement altogether. In the rare occurrence of both the teleprompter failing and the speaker losing track of what to say, a hard copy script could have been provided. This is far from ideal, but at least would have allowed the keynote to run close to its planned schedule, and to convey the message of the product.

If you require a production company for your event or would like any information regarding Virtual Events and the options available to you, contact Giggabox today

hello@giggabox.co.uk | 01280 735050 | www.giggabox.co.uk

Post written by Philip Barnes – Marketing Assistant at Giggabox

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