{"id":3377,"date":"2015-11-11T16:31:51","date_gmt":"2015-11-11T16:31:51","guid":{"rendered":"http:\/\/www.theswitch.us\/blog\/?p=3377"},"modified":"2015-11-12T15:18:19","modified_gmt":"2015-11-12T15:18:19","slug":"trends-from-event-tech","status":"publish","type":"post","link":"https:\/\/switch.us\/blog\/trends-from-event-tech\/","title":{"rendered":"Trends, Tactics and Takeaways from EventTech"},"content":{"rendered":"
More than 1,000 marketers gathered in Las Vegas on November 3-6 for EventTech, the world\u2019s largest technology lab. Attendees could choose from more than 100 different sessions on using social media and technology to enhance live experiences. Here are a few of my favorite takeaways, case studies and trends from EventTech.<\/address>\n

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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.<\/p>\n

Create Meaningful Content Moments<\/h1>\n

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.<\/p>\n

Mercedes-Benz successfully achieved meaningful content creation through its Evolution Tour<\/a>, 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\u2019s free events\u00a0featured headlining performances by Bastille and Passion Pit. During the 2014 tour, attendees reveled in the live \u201cstreet art makeovers\u201d of Mercedes-Benz GLA-Class by esteemed street artist, Mr. Brainwash. The tours aimed to establish brand affinity<\/a> and loyalty among millennials long before they\u2019re financially prepared to purchase a luxury vehicle \u2026 so that when they are ready, they\u2019ll shop for a Benz.<\/p>\n

\"SANTA

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)<\/p><\/div>\n

Live Stream It<\/h1>\n

Launched earlier this year, live streaming apps Periscope<\/a> and Meerkat<\/a> 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\u00a0the brands they support<\/a>, 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.<\/p>\n

For a look at a one-of-a-kind contest using Periscope, Twitter and Vine \u2013 check out #DoritosRoulette<\/a>.<\/p>\n