Immersive Engagement Pieces
We are moving into a new time, a new era of event experience where posing with branded merchandise in front of a bland photo background will simply not do anymore. Event goers want to be wowed, they want to walk away from an experiential activation feeling like they have tipped their toes into something innovative, explorative and exciting.
So what do us as the event managers want? We want them to feel exactly that, while also leaving with more awareness of the brand and company we are working with. Engagement pieces are a fun way of getting consumers to notice you, to WANT to get involved in what you have going on. Let’s take a look at some of the coolest and forward-thinking global immersive engagement pieces that have really worked.
Photo Wall: A Photo Op with a Difference
There are so many things you can do with a photo backdrop piece at your brand activation. People want an Instagram worthy photo, and for the client, it is a great way to get in your branding and obtain data capture. The best advice for this would be to have creativity, to think out of the box, and most importantly, to have relevancy.
Somersby did just this at their product launch at the St. Jerome’s Laneway Festival in Australia. Consumers were asked to sit into a prop rowing boat and pose drinking the product. Simple, but cool, and you know you’re sure to get a mention on social platforms with images of people tasting your product. Job done.
Check out the full gallery on the Simplebooth website.
Virtual Reality (VR) – Invitation to Another Dimension
Virtual Reality is really growing in the Irish market within events and brand activations. It’s really exciting to have technology that can transform an event. Guests and consumers are invited to step into another world and experience your brand in a totally different light. An engagement piece that we can only assume will make a huge appearance this year.
Boursin put together an experiential roadshow called The Boursin Sensorium, It allows the consumer to explore all of the flavours and ingredients within the cheese while taking a rollercoaster ride in a giant fridge! Very cool software that takes the sampler on a customer journey.
UrbanDaddy Samsung Galaxy Note Launch
Another way to engage with consumers is to hit them on a personal level. People like to be told things about themselves, whether it be through an online Buzzfeed quiz, or testing their skin for the best foundation at a beauty counter. A great way to utilize this is to make your engagement piece something that the consumer can connect with on a personal level. Samsung at their Galaxy Note launch asked guests to test the product and use features such as the handwriting analysis. This told them why they write the way they do and what it says about them!
We’re also seeing things like this with Coca Cola inviting consumers to take a quiz to determine what flavour best suits them and asking them to try it. It’s sampling, on level 100.
Immersive experiences are vital to create experiences for event goers. These are just small examples of how event companies are stepping up their brand experiences and really utilising engagement pieces as consumer touch points. With any event, it is important to cross boundaries and evoke excitement in the customer, attendee or guest. It’s creating an event experience that can stand strong in 2019.