Digital technology is bringing alive brand stories and delivering maximum impact at events. Here’s the 4 tech that is changing the game for the events industry.
tech that’s transforming events
tech that’s transforming the face of events
A ROOTS think piece
Digital technology is transformative on two levels. First, it speaks to the practicality of improving processes like speeding up registration. On another level, technology offers remarkable ways to bring alive a brand story and extend the longevity of an event beyond its end date. Here’s the 4 tech that is changing the game for the events industry.
Before we started working with Amazon Web Services a few years ago, they were doing on-site registration manually. This not only absorbed a disproportionate amount of time, it also ended with reports that didn’t tally. When we started using on-site printers to print participant badges at registration, that shortened registration time but there was still confusion with guests registering under different names than the one they had used to register online.
Last year, we helped them to bring in self-registration kiosks. Participants could check themselves in and receive their badge within 10 seconds by scanning a QR code they received upon online registration. This brought down registration time from 45 seconds and reduced the number of physical registration counters, saving on space and human error. The kiosks offered another branding opportunity – collaterals fixed at the top, machines embodying AWS competence.
The beauty of this was its perfect alignment with everything that AWS stands for and what it does at its core – automation, productivity, efficiency.
Traditionally, event attendees had to jot down their particulars at every booth. At the AWS Summit, sponsors were given a lead scanner to scan participants’ badges, which would retrieve participant information and log it into the vendor’s record easily and quickly, without the risk of error.
At the Tefal launch of the Titanium range, we installed a smart device with in-built analytics capabilities that senses demographics such as age and gender, captures traffic including dwell time, and even reads human emotions. The data is useful to gain insights into customer response towards products, which helps to understand the effectiveness of sales mechanisms like type of promotion and product placement.
Immersive content that incorporates digital technology at events draws your audience deeper into the whole event experience, creating a more meaningful two-way engagement.
Touch screen installations or digital displays allow attendees to view dynamic content and to control their personal experience at the event. Product displays are also integrating face, gesture, and even voice activation – not a far cry from the inevitable rise in the use of VR technology to enhance the event experience.
Gamification can go a long way in the emotional appeal of an event. The Tuborg Crush game takes a leaf from the popular Candy Crush, substituting the candy theme with beer. The game was made available on large touchscreens at Tuborg events and on a microsite, thus bridging the divide between online and offline brand experience.
Interactivity at events is a way for brands to co-opt consumers to become part of their brand story, turning the storytelling process into a conversation rather than a monologue.
A multi-sensory event is like interactivity on steroids. It’s not only touchscreens and responsive interfaces; they challenge the way we feel and experience, offering up a whole new dimension. Heineken’s “Imagine” event in KL was a showcase of sound, sight, and touch that delighted the senses and deconstructed preconceived boundaries in various art forms. Guests were encouraged to interact with the installations to create their own art, such as passing hands through laser beams to make music.
Heineken’s multi-sensory events align with the brand’s bold and innovative appeal that connects with creatives who seek out new experiences. Digital technology, it turns out, isn’t going to end live events. Instead, the future of events will only get brighter with more possibilities presented by technology.
ROOTS is an events agency, PR firm, digital agency and creative agency all at once. If you’re looking to explore how technology can help your event, contact us.