Creating Experiential Events with Interactive Media
Experiential marketing events are tradeshows, conferences, roadshows and exhibitions that are genuinely memorable and immersive for the customer. These events promote a closer relationship between the customer and the brand by encouraging the customer to interact with the brands products and services. Interactive media such as virtual reality, augmented reality and smartphone applications can provide these powerful brand experiences. In this section we will look at how you can most effectively use interactive event technologies.
360 degree tours
Virtual reality development allows event attendees to interact with environments that are usually off limits. A foolproof way to get event attendees excited about virtual reality – and your product or service – is to invite them into a new place that represents your brand. by creating a virtual tour. This could be a laboratory where you create your product, a design studio or a foreign landscape that reflects your brand’s image – simply by providing a virtual reality headset.
Virtual reality developments, from new mainstream headsets from companies like Samsung to specialist Oculus Rifts, mean it’s easier than ever to use VR at experimental events. A great way to do so, whilst showcasing how your product works, is using virtual product demos. Virtual demonstrations have several benefits; they are reusable (you could perhaps use this virtual demo again for training purposes), they promote reduced staffing costs and you have the ability to present how a cumbersome product is used without having to transport the actual product to your event.
Virtual reality games
The interactivity of virtual reality interfaces make VR a great platform for gaming. Big gaming brands like Xbox and PlayStation have used motion-sensor technology and 360 degree VR Technology to create consoles and headsets.
Events are the perfect setting for virtual reality gaming that reflects your company and purpose. Virtual reality games can be designed for learning, training and entertainment. If your company already has a VR game among its products a designated gaming area could be a great addition to your event space creating a fun and engaging activity which visitors can fully immerse themselves in.
Augmented reality significantly differs from virtual reality. Augmented reality refers to additional media or hypertext that is overlaid on a real piece of information the popular gaming app Pokémon Go is an example of augmented reality.
Augmented infographics or augmented tours with augmented locations are a great way of supplementing real material with additional multimedia at events. Augmented media provides event attendees with a fresh perspective that draws their eye to your exhibition space.
Event apps are the norm at experiential events and they are known to promote the engagement and interaction that businesses seek from their customers. In fact Crowd Compass and The Event Marking Institute found 75% of all event producers surveyed in 2015 and 89% of associations had an event app. In this section we will have a look at some of the most useful event apps, for both IPhone and Android phones, to interest your event attendees:
Crowd Mics is a mobile app that does exactly what it says on the tin: it is designed to permit event attendees to turn their phone into a wireless microphone. This technology is particularly useful for experiential conferences: allowing audience members to easily ask questions to the speaker by simply using their phone.
This app also allows event organisers to poll and survey their attendees using the app. The ease of Crowd Mics promotes increased audience interaction which can give your experiential event that engagement boost it needs.
The XFocus app can be used by the event producer or by the visitor themselves. Event attendees can use the xFocus app as a map of the event venue. While event producers use the app as an analytical tool to assess the demographic and behaviours of their event attendees. This app is particularly useful for busy tradeshows and exhibitions as a way to monitor the makeup of your visitors. They even offer a badge which is equipped with the same monitoring technology.
Loopd call themselves ‘The World’s Most Advance Event Engagement Platform’. Your Loopd App assists your attendees in forging relationships using messaging on Twitter and Linkedin. This network will be full of information about the events they have attended and where and how they have met each of their new event contacts. This app is ideal if you would like to encourage your attendees to interact with each other during and after the event.
Green screen photo shoots
Green screen photo shoots are an entertaining way to transform the interactivity of your event. Exciting props and backdrops are a wonderful way to expose attendees to your brand whilst giving them a dose of fun! Green Screen Photo Booths are a great way to encourage networking and will definitely be an event talking point. Not to mention your attendees will have a pictorial memento from your experiential experience.
Table-top games are always a big hit at children’s and teen events and they’re great for encouraging your attendees to be hands on with your brand! The Microbit Zone at the CBBC and CBeebies stand for The Digital Kids Show 2016 was a great example of a successful table top game. Here young programmes could learn to connect a desktop PC to robots and unusual game controller (including a pancake in a frying pan!).
Attendees can experience all kinds of motion simulators at experiential events from flight simulators to snow sports simulators. This can be a really exciting experience for visitors who have never flown or taken part in the sport. Motion simulators are a cheaper, convenient and often safer way of trialing a new adventure.
Interactive motion-sensor games
Motion-sensor interactive games really bring your brand alive for the visitor. The gamification of your brand allows your attendee to step into a world that is completely immersive and gives you chance to leave a lasting impression on your customers – and stand out from the crowd in your industry.
Experiential events have the captivating power to engage your audience – and there are a wide range of event technologies available to achieve your interactive goals. As we’ve seen in this section event apps not only help you to connect with your visitors whilst they are at your experiential event but also allow you to collect valuable data on your visitors’ behaviours. Interactive games are a fun way of getting even the youngest event attendees stuck into your event and virtual reality can transport your attendees to a new place altogether.