Each year, there is a new demand. A demand for interactive event technology solutions that are bigger, more immersive and more experiential than last year’s offerings.
This is particularly apparent when it comes to tradeshows – event visitors have long memories and the exact same solution as the year before just won’t do, when it comes to selling your brand and its progression over the past 12 or 24 months. So while we haven’t quite manifested a gestural interface as slick as those seen in Minority Report yet, or the hoverboards promised in Back to the Future, what we have got is the next generation of interactive event technology. Some of the most innovative, eye-opening solutions to ever be deployed across pop-ups, award ceremonies, exhibitions and events. Here are some of the interactive solutions you may be embracing over the course of the next year….
Multi-sensory event technology
Interactive event technology is all about experience. Event visitors are no longer passive visitors to an event or exhibition; instead they arrive ready to embrace, test, touch and feel all of the products on offer to them. A multi-sensory experience is essential, if a brand is to mimic the visitors’ experience in real-life and use the power of science to trigger powerful brain connections and emotions that will lodge the brand activation much more firmly in their memories. Technologies are emerging that allow brands to synthetically replicate any flavour or taste they like, from a soft drink through to a grassy meadow. Retail spaces such as Selfridges are creating ‘Silence rooms’ and ‘headspace pods’ to ensure that harassed buyers leave their stores with a sense of peace and calm, as an alternative to what is experienced in the ‘real’ shop floor amongst the hustle and bustle of other shoppers. Marriott hotels have designed their own ‘Teleporter’ technology using an Oculus Rift, to take guests to Hawaii, where they can use augmented reality to experience what it might be like to lay on the beach in that moment in time.
Exhibitions and events are already a manipulated environment and the multi-sensory trend takes that a step further until visitors are actually living the environment the brand wishes to create. According to studies, “73% of Millennials crave experiences that stimulate their senses” – so you can be sure that this is one trend only set to grow.
The deployment of ‘augmented reality’ at events has been discussed for a while and there have been projects where this has been put to good use, but it still remains the exception rather than the norm and something used for novelty, rather than to create a deeper experience that communicates real value. The way we see this improving is when Augmented reality is fuelled by big data and insight into the preferences and experiences of that event visitor. Visitors need to have a more in-depth experience – but one relevant to them and their preferences. The increase in use of smartphone and tablet to deliver augmented reality experiences will help to make this a more mainstream option, where experiences can be created both within the event and outside, to provide a consistent and personalised brand experience.
Content that connects
Providing great content has been the norm for many years at tradeshows and conferences, but the evolution of this process into a more interactive medium can now be seen through content that connects. This is the type of content that creates an experience – a personalised experience, where the content is tailored to that individual and gives them a flexible canvas on which to skim through, develop, add notes to and download just the information that they are interested in. For this to be a feasible option, the content needs to be underpinned with real data and led by sales teams who take the time to get to know the visitor, drawing attention to specific content, based on the conversation occurring during that time. One of the ways our audio visual supplier Smart AV has been developing this for clients, is by linking up tablets and large-scale LED videowall solutions, so that sales teams can change the content display on the screen from a handheld device such as an iPad or tablet, live while talking to the visitor. It is through this pairing, of interactive hardware and software, that connects content and creates a brand message that is remembered long after the event ends.
Interactive LED and large-scale solutions
The new generation of interactive technology in the hardware of events is undoubtedly interactive LED walls. Using laser-touch technology, these offer a much larger solution than standard interactive screens, which are usually a maximum of 95 or 103” in size. LED walls are modular tiles that can be built into a formation of any size, which therefore offers a custom creation, which can be used to offer interactive experiences to multiple visitors – with no size limitation. For product-driven companies this is the ideal canvas on which to showcase a new product, to engage visitors not only on the stand but also those walking by who won’t be able to resist using a native format, at such a large scale.
Interactive technology used at events and exhibitions is changing. To find out more about some of these latest solutions or book a free learning session for your team, get in touch with our interactive specialists today at firstname.lastname@example.org