PvP event - have a couple zones that would attract different level ranges with no pvp exp loss for a day or two. It would attract a lot of people that want to fuck around in pvp without a loss in exp.
PvE event - if you do have certain mobs spawn in zones maybe you could have some items that only work for a week and then are taken out. Maybe some cool illusions, port potions, whatever you want, as long as they only lasted a limited time and didn't screw people over long term for not attending the event.
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