Audiences are no longer spectators, they expect more – to be a part of the action. Immersive marketing techniques will allow you to engage them in every element of the event. Not every event has the Hollywood movie budget to allow a completely theatrical and immersive experience, however there are three easy tools that can be deployed that will boost the audience’s engagement at events. Today, most brands recognise event marketing as an integral part of their integrated marketing portfolio; deepening relationships that have been built in person, online, on devices and through interactive media. And the proven result is that brand awareness skyrockets!
Branding an event is about keeping your key messages clear, and in the mind of your attendees. You want them to remember the call to action and the company or product name long after they’ve left, so you can get the best return on your investment. That’s why it’s vital that any logo or naming is prominent throughout the event experience – prior to arrival, through the event itself, and at any other additional events such as dinner or awards presentations.
Your options have increased from the standard vinyl banners and signs, to now an almost unlimited palette of tools, so take advantage of the latest physical, social and digital opportunities to engage your audience. 1. Digital immersion Immersive marketing is about creating an experience that totally captures your attention and digital techniques have all the power here. They’ve become the new black, offering a number of high-powered, large-scale projectors, projection mapping and flat panel displays that can catapult brands front and centre.
LED walls, pixel mapping and digital signage are all techniques that can surprise and delight your attendees, and leave a lasting impression. See all the latest digital trends featured at this year’s InfoComm conference. 2. Social immersion The best way to define what makes an experience immersive is to see how it differs from non-immersive events – does the branding interrupt the flow of the event? Do the messages feel clunky or forced? An immersive event will seamlessly and imperceptibly integrate the brand into every element of the event so capture your audience’s attention and let them create a buzz for you online.
Create snap-worthy physical experiences and attendees will be dying to share the content with their friends and colleagues on social media.
If you can convince your audience to post the event’s content to their networks using your company or event’s hashtag, incorporating your graphics and spreading your message, then you will have gained some of the most valuable endorsement possible – word of mouth.
This sort of two-way communication can be achieved by integrating social integration platforms such as Event Feed, into your event. It encourages attendees to get involved and become an integral part of the event, thus immersing them in the event from a social perspective. What is Event Feed? Event Feed allows you to capture your guests’ tweets, Facebook and Instagram posts via a dedicated hashtag and displays them instantly on screen for all to see and comment. It’s great for encouraging that festive cheer and if everyone is going to be posting anyhow, why not take advantage of that? Private Events: If your event is private and you don’t want the posts going public, Event Feed can also provide a closed platform where your colleagues simply upload their images and messages at a secure online location which Event Tweet then pulls from. For more information please visit the Event Feed product page. 3. Physical immersion There’s still a huge range of applications for tangible, three-dimensional objects to support your message, and depending on your event, budget and brand they can sometimes be more effective than their digital equivalents. People absorb and retain information from a book differently than a screen, and different people respond to various mediums, so cover your bases using physical displays as a solid reinforcement of your brand that can be touched and shared in way that an electronic image can’t be. Event Backdrop by Staging Connections is built by stretching custom-printed nylon across a high-tech aluminium frame and comes in a variety of standard sizes so you can surround and immerse your audience in visual displays from $2,500. What is Event Backdrop? One of the hardest things event planners face is striking the right balance between styling and branding. If you go too far towards styling your brand gets lost, but if you go too heavy towards branding your event becomes too corporate ‘dry’. So what if we told you there is a simple and cost effective solution to get the best of both worlds? Introducing our latest branding solution, Event Backdrop. Now your branding can be integrated into a stunning custom designed backdrop, printed in photographic quality onto canvas. It’s the perfect way to marry your styling and branding and guarantee your branding features in photos. Event Backdrop can be used for all event sizes and types as it comes in 3 sizes and can be internally lit or projected onto. For more information please visit the Event Backdrop product page. Whilst a product launch featuring 3D projected aliens jumping out of caravan may be an immersive experience, consider whether or not your event requires stunt theming, or whether you can tailor these three marketing strategies listed above to create an experience that too immerses your audience in the brand and key messages of the event. Related Articles The Next Frontier: Immersive Conferences Staging Connections is now part of the Freeman Co family – the world’s leaders in brand experiences. If you have an upcoming event you need to plan and need ideas for how to best create an impact whilst delivering against your objectives, contact us today. … Read More
We partner with Mirvac for an Australian first lighting installation
Mar 18 2018
In an Australian first, Staging Connections partnered with Mirvac to bring the spirit of Christmas to one of Central Sydney's largest shopping centres, Broadway Shopping Centre. Mirvac approached Staging Connections with the opportunity to create an unforgettable lighting installation in Broadway Shopping Centre.
With the true meaning of Christmas at the core of the project, Mirvac aimed to bring joy to each of the +1.3 million pre-Christmas shoppers who enter the centre during the month of December.
Event Brief To ensure the installation created a premium Christmas shopping activation, it was important the project delivered: A unique Christmas experience – never before seen in Australia Innovative use of technology A multi-sensory experience Event Solution
Inspired by UNESCO’s Year of the Light, Staging Connections produced the concept of Luminous, a revolutionary kinetic light show featuring a matrix of 39 specially constructed LED light spheres that wowed shoppers, with choreographed movements synchronised to a dedicated Christmas sound track.
The show involved a series of six different Christmas themed experiences, including Joy, Love, Giving, Sharing, Hope and Peace. The performances were scheduled to commence every half-hour, rotating through each of the six routines which lasted between 3 to 5 minutes each. The free show wowed shoppers with views of love hearts and Christmas trees that formed from the light spheres.
To maximise visibility of the installation by shoppers, the sphere lights were suspended above the shopping centre’s central void, at the entrance, by a 6m x 5m grid of truss which supported the 39 individual 350mm LED lights, each attached to 9m winches which allowed isolated control of speed and direction. The elite software required to manipulate the individual lights was not previously available in Australia and had to be sourced internationally. This cutting-edge technology was utilised to produce the complex patterns and shapes that were core to the show. Using the latest AV Equipment
The GrandMA was the primary control system along with a 3D Media Server managing the spheres in the 3D space. The spheres were mapped in virtual 3D space within the 3D Media server, which also generated programmable movement patterns which could be recalled via Artnet DMX from the GrandMA. The movement of each sphere was converted from “Movement in Metres” to DMX values and sent back to the GrandMA, where it was then merged with the colours being triggered from the GrandMA.
Using the Agenda item on the GrandMA we were able to trigger the 3D Media server to playback the audio track. Each audio track was converted to Mono on the Left channel and striped with Linear Time Code (LTC) on the Right track. When the GrandMA received the time-code it would execute all cues from that point on.
The scheduler ran each show every 30 minutes from 1000-2100 for 29 days. The team also had the ability to ‘remote in’ to trigger shows manually, adjust the volume or change the schedule. In addition, there was a sub system that would send an email if there was something wrong with the system, alerting the team to run a system check.
Iconic Christmas tunes played from two dedicated PA systems anchored on level 1 and 2 at either side of the void, creating a multi-sensory experience to capture the magic of the Christmas spirit for shoppers.
Mirvac encouraged shoppers to share their experiences of Luminous via social media which resulted in numerous videos and images being shared on Instagram, providing the client with positive online exposure and personal recommendations from shoppers sending their friends and family to the centre to witness the production. Related Articles LED Yo-Yo Ceiling Installation for Million Dollar Lunch Awards night uses projection mapping for WOW-factor stage design Transform your event with these creative stage designs ... Read More