Let’s take it to the next level. Get wild. Soar Above. After all, that’s the beauty of events, right? No matter the audience statistic you have tucked away or the business goal you’re trying to reach this year, at the core, your event attendees are human and they’re expecting a positive, personalized, and new experience from your event presence.
So toss that old phrase of, “well if it isn’t broke then why fix it”right out the window because that is the first deadly punch to your event. The market, consumers, and trends are not the same as they were a year ago—so why should your event be? When more than half of your waking day is spent on technology and media, we need to get virtually real.
Recently, Madeleine wrote about Pokémon Go and how this augmented reality is taking the world by storm. A simple and less campaign-driven way to take advantage of this AR would be to utilize the existing app and promote geo-targeted pokestops within your event. This would only be recommended if you knew your audience was already actively engaged in the app and/or you provided an enticing reward to participate. The concept of this platform, this “scavenger hunt”-style strategy, could be implemented in other various ways for tradeshows and conferences to drive engagement while reinforcing your brand recognition. Although it took Nintendo years of building, testing, and failing to eventually take over the world, a single event is feasible with enough preparation and a clear outline of what you want your audience to participate in.
On a smaller scale of AR, we recently supported the Seneca Park Zoo with their annual fundraising event, Zoobilation. This year’s theme was Soar Above and with the help of photographer Grant Taylor, we literally took this event to the next level, off the ground. For those that prefer to not escalate their view above a Lion’s Den, we gave guests an augmented experience from the moment they received their invitations to the moment they sat down at the dinner table. With each unique photograph of the animals, we developed animations that appeared when you held up your phone while using the AR app. The animations came to life on your screen on those exact pieces (invitations, posters, coasters, event signage). This added element of engagement, while tying to the theme, was perfect for this audience and event (although developing full animations is not something you can quickly learn from a YouTube tutorial).
At the most simplest form of augmented reality, having a geo-targeted Snapchat filter is perfect for unique and organic engagement (What’s Snapchat you say? Find out). You can customize this down to the radius and time of your event, and with the right audience and CTA, attendees will be snapping pics with your name all over it.
An event can be the pretty ribbon to your integrated marketing basket, while positioning your brand as an innovative leader of the industry, with your audience and business goals in mind. Not sure how to take your event to the next level? Snap me (@hwohaska) or just call me—585-246-0217.