The challenge for any event professional is creating engaging customer experiences. In today’s digital age, empowering content whether through social media or the internet is accessible at the click of a button. This means we need to start thinking of new and exciting ways to engage our target audiences and make content even easier to access. With the recent launch of VR headsets like Oculus Rift and Google Cardboard, the technology is finally affordable to the consumer. So, how will we see it being used within events?
Event professionals are working on the concept and creation of engaging ideas on a day to day basis. VR allows you to interact and engage with your audience and create a multi-sensory environment that completely immerses them with your brand. Predominantly, VR is seen as something that is enjoyed as an individual and therefore gives event planners the ability to take delegates on a unique journey, creating an unforgettable experience that goes far beyond any other printed or digital communications.
Unlike VR, augmented reality (AR) uses the ‘real world’ and places virtual elements within it to enhance a viewer’s experience. It has been used by consumers within the mass market for a long time. More recently, apps like Pokémon GO have proven its capabilities within social media but there are numerous examples of brands showing how AR can be used creatively to provoke reactions and change perceptions. For events, the technology makes it easier for people to view and capture information, adding additional value to existing content.
Right now, the affordability of VR such as Google Cardboard can not only benefit live events but it also has the ability to enhance the pitching process and the delivery of presentations. The exciting bit is that the more sophisticated VR headsets have the potential to completely revolutionise the way we attend events. It’s interesting to think that the restrictions around locations and time differences may soon be a distant memory and we could see meetings and events being attended virtually across the globe.
Augmented reality also has the ability to change, or at least add value to the way we interact with an event. More or less, each member of your audience will carry a smartphone and therefore they already have the tool they need to engage with your content, making it much easier to implement. It offers a collective experience accessed easily by delegates, something that for the most part VR doesn’t allow you to do.
About the Author
Chloe Zebedee is a marketing manager at Corporate Events, an integrated event production company delivering live events, creative design solutions, and technical event production.
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