EVENTS
A look back at 2016
A look ahead to 2017
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• Technology continues to be integral, whether used to enhance an event or take the leading role • Embracing active audiences and creating powerful relationships – will see increased user participation and the rise of crowd-streaming • Mobile event apps are on the increase and will be more commonplace in 2017 • Audience increasingly crave exclusivity and desire to feel special
Events and experiential embraced the latest technologies; VR and AR-led campaigns prolific and constantly evolving Sensory and immersive campaigns brought many brands to life, creating original high- level emotional connections Audiences craved authenticity and bespoke, personal experiences; pop-up installations more popular than ever
Events were technology-led and sensory campaigns resuscitated brands 2016 was an extremely exciting year for experiential and events. Experiences became even more integrated as the latest technologies, and increasingly sensory and immersive bringing campaigns, brought brands to life more than ever before. Save the Children’s ‘Forced to Flee’ event at 12 Sans Walk in Clerkenwell really embodied this immersive approach. Guests were taken on a journey that aimed to replicate the experiences of children subjected to violence and conflict. Visitors were guided through the experience, given a number, a child’s rucksack and a headset, which enabled them to listen to stories of children’s real life experiences. Guests passed through camps, a gunshot classroom and eventually reached safety in a play area, which represented the work Save the Children does in areas of conflict where the charity brings play to children.
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Audiences value authentic experiences
VR & AR set to dominate events arena
The past year has seen active audiences provided experiences that engage them, encourage participation and make them want to share what they see or experience, including crowd-streaming. A fantastic example of embracing an active audience was the Xbox Survival Billboard. Survival Billboard was a poster site on which eight gamers stood in a test of strength and determination. The prize was a trip inspired by Tomb Raider and the gamers experienced snow blizzards, torrential rain, wind and heat – with conditions controlled by the public via a live stream. This event was a massive success with the public and won many awards.
Latest technologies will continue to be showcased in abundance into 2017. Virtual Reality (VR) and Augmented Reality (AR) suppliers are constantly vying to distribute the latest tech experiences. This is particularly apparent in the VR landscape with HTC Vive dominating at the end of 2016 into 2017. The Wired Audi Innovation Awards event in November 2016 included an Audi A4 Virtual Showroom. This was an exploration of room scale VR, using HTC Vive as a means of exploring the latest Audi models. This technology uses the same 3D models that engineers use to build the cars and can bring any model, with any configuration, to any location. This initial proof of concept enables the consumer to interact with and explore the Audi A4, in this instance - to change the colour palette, open the boot, or even sit in the driver’s seat. As VR and AR technology and innovation continues, consumers will increasingly be able to experience small and large-scale events and experiences, at any time, from any location, in any form. This is a truly exciting and remarkable prospect.
Audience participation and the rise of user generated content Going into 2017, there will be an increase in crowdstreaming and more thought will need to go into deciding what a specific audience wants to see, do, hear and feel to make their experience even more incredible and immersive – and therefore more sharable, as users create their own content from the environment they are introduced to. An example of this is Lego’s Imagination Factory, which incorporated an AR photo area including an interactive Lego minifigure character, a Lego brick graffiti wall and an area where younger builders could turn their ideas into brick-based artworks in the Duplo section. Events like this allow brands to mine a great deal of invaluable content and will become more the norm.
The rise of experience economy By engaging consumers through experiences, brands are breaking down the traditional transactional relationship. Consumers are actively embracing brands and participating in experiences in return for more than just a product. A powerful emotional relationship is beginning to emerge through this as consumers start to consider what a brand can do for them.
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