At Switch, we work on the ins and out of events, and we know that technology cannot transform an event by itself. Early adoption of new tools like Oculus Rift or wearable technology can certainly elevate experiences, but simply using them does not guarantee a successful program. EventTech illuminated some key ways to apply technology to your next activation in a way that will enhance the experience for attendees and your brand.
Create Meaningful Content Moments
People share extraordinary experiences, not ordinary ones. Meaningful content starts with understanding what your audience wants to experience and how they want to experience it. Then you can deliver on their terms. Just be sure that the experience you give them is also meaningful to your brand.
Mercedes-Benz successfully achieved meaningful content creation through its Evolution Tour, first kicked off in 2014 and again in 2015. Centered on the launch of the CLA & GLA, the 2015 tour hit on four touch points: music, art, style and of course, Mercedes-Benz. Spanning five stops between NYC and LA, the 2015 tour’s free events featured headlining performances by Bastille and Passion Pit. During the 2014 tour, attendees reveled in the live “street art makeovers” of Mercedes-Benz GLA-Class by esteemed street artist, Mr. Brainwash. The tours aimed to establish brand affinity and loyalty among millennials long before they’re financially prepared to purchase a luxury vehicle … so that when they are ready, they’ll shop for a Benz.
SANTA MONICA, CA – NOVEMBER 06: Artist Mr. Brainwash aka MBW attends the Mercedes-Benz Evolution Tour with Alabama Shakes & Young the Giant at The Barker Hangar on November 6, 2014 in Santa Monica, California. (Photo by Angela Weiss/Getty Images for Mercedes-Benz)
Live Stream It
Launched earlier this year, live streaming apps Periscope and Meerkat allow users to instantly broadcast directly from their mobile devices to anyone in the world. While live streaming has been around for years, these two apps have made it simple and accessible. As consumers are seeking more transparency from the brands they support, the appeal of homegrown, user-generated content continues to grow. There is just something really authentic about attendees live streaming their own experiences at an event, pulling back the curtain so others can partake as well. And that is just one application of the technology. Other reasons to use live streaming include special announcements, behind-the-scenes looks, demonstrations, crowdsourcing, customer support and combinations of the like.
For a look at a one-of-a-kind contest using Periscope, Twitter and Vine – check out #DoritosRoulette.
Learn from the Maker Movement
In response to the mass-produced era in which we find ourselves, a new subculture has emerged: the maker movement, or maker culture. Consisting of independent inventors, designers, developers and tinkerers, the movement stresses DIY and collaboration, with an emphasis on quality over quantity. The idea is that you can enrich your life and the lives of those around you by making things yourself despite the increased time and money it takes to do so.
There are several lessons that marketers can learn from this movement. First, work with your partners. A partnership with an event, retailer or brand can spread your reach and strengthen your message. Second, don’t be afraid to take risks. There is a reason “I’ve never seen that before” can work. Third, set metrics for everything. Even the most innovative, out-of-the-box ideas have to meet goals, too. And finally, get to makin’. Use your hands, build things, break things and see what you can make out of raw materials and pure imagination.
The AirMiles Smile Booth is a great example of what happens when you use this philosophy and create something original. A fusion of technologies including transparent touchscreen, object recognition and smile detection, the Smile Booth became an owned property that is now an on-going marketing asset.
Break the New Fourth Wall
What is the new fourth wall? It’s what keeps audiences from communicating directly with your brand. And, when you break this barrier down, brand authenticity shines through.
How do we break the new fourth wall? Start treating events like a story. Think like a fiction writer and craft the story of the event you want to activate. Consumers enjoy stories they can experience and control. The easiest place to start is on social media. People interact with you in order to get your attention Give it to them.
Take the work we’ve done for FedEx: Sponsoring the FIRST Robotics Competition every spring, the logistics company is eager to show its support for STEM students. But beyond the typical sponsorship footprint – banners, info booth, etc. – the past couple years have featured a more immersive sponsorship experience. Switch developed and activated a social media-driven contest that put FedEx right in the middle of the action, challenging teams of students to quickly solve and submit puzzling math problems via social. Posts were aggregated, prizes were delivered … and the fourth wall was totally smashed.
Remember, screens, videos and kinetic elements aren’t necessarily compelling in and of themselves. No matter how new and shiny the latest tech may be, it’s merely an instrument for engagement. You still need a reactive audience. Technology can amplify your message and brand exponentially – so use it wisely. Build a strategy, tell a good story and create an experience that is true to your brand and resonates with your audience.
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