Since we provide promotional event staff for businesses, agencies and brands of all sizes, it’s important that we stay on top of what’s happening in the marketing world from, technology to legislative change.
For the last few months, our Managing Director, Ceri, has been writing a regular blog for Cream Global about the latest experiential and guerrilla marketing campaigns from across the world.
One of the things that’s become very obvious is that technology is playing a larger part in campaigns and really pushing the boundaries of creativity. It’s highlighted the fact that staff with a knowledge of the latest devices, apps and technology are going to become more important than ever. Something we’re always aware of when recruiting for future events.
5 Event Technology Trends
With this in mind, we thought we’d collect together our list of the top 5 most important, cutting-edge event technology trends in the industry today.
1. Augmented Reality
Whereas virtual reality (you can read more about that in a moment) creates a reality outside of our own, augmented reality takes the reality we already know and adds a little bit extra when viewed through a device like a TV screen, mobile or tablet. As if this wasn’t impressive enough, the next generation is already being devised where images are projected directly onto your retina!
Find out more about how Skoda let people customise their new Fabia, Cadbury freed some joy in Waterloo Station, National Geographic let dinosaurs loose in Rotterdam, a bus shelter was attacked by zombies for The Walking Dead TV series and a billboard in Sydney showed the destructive power of a tornado to promote a movie in our Top 5 Augmented Reality Outdoor Campaigns.
Projection mapping is when an object like a car, building or even a person has a video projected on them using specialist software. Depth, optical illusions, and movement can be added to bring these static objects to life.
Iconic landmarks from across the globe have been transformed in this way, from Battersea Power Station, to the Sydney Opera House. You can find out more about these and how Harrods transformed their window display for Faberge, Adidas took the technology onto the streets of Barcelona and the Los Angeles Clippers brought their basketball court to life in our Top 5 Projection Mapping Campaigns.
It seems that drones are everywhere at the moment. Amazon’s plans to deliver packages with them continue and more and more people are now buying them for personal use. But with questions about safe flying zones and invasion of privacy, how are brands using them to get their marketing campaigns off the ground?
In our Top 5 Drone Driven Campaigns article, you can read about Coca Cola using them to deliver cans to migrant workers in Singapore, Pepsi Max kicking off a futuristic football match with a drone referee, an Asian restaurant chain tempting hungry office workers with poster-bearing drones, 30 of them forming the Star Trek logo over London, and a Brazilian clothing store using them to fly mannequins wearing their range of clothes!
Most people will have experienced RFID and NFC without knowing what they actually are. Radio Frequency Identification and Near Field Communication are essentially the same contactless technology used in Oyster cards and the latest bank cards.
Brands are starting to pick up on this technology to offer additional content and allow easier interaction for consumers, all at the swipe of a hand.
See our Top 5 Contactless Campaigns Using RFID & NFC to discover how Harrods and Ralph Lauren used NFC to create an interactive window display, Budweiser encouraged people to say cheers with their RFID-enabled ‘Buddy Cup’, Strongbow’s SmartCaps triggered events as soon as they were opened, Barley the Dog followed shoppers on interactive billboards to promote Battersea Dogs & Cats Home, and KPN in the Netherlands used RFID-enabled wrist bands to give people rewards.
We’ve all seen virtual reality make an appearance in sci-fi movies, but we’re getting closer to it becoming a day-to-day reality than you might think.
Brands from across the globe have been using newly-launched VR headsets, including Facebook’s Oculus Rift, HTC’s Vive, Google Cardboard and PlayStation VR from Sony. And with cameras also being released that can record 360° footage, companies will soon be sharing their own content in this amazing new format. There’s even a Virtual Reality theme park on the way!
You can read more about Hyundai’s 4D rally simulator, Marriott Hotels’ teleporting booths, Coca Cola’s virtual World Cup match, the immersive Game of Thrones experience and a guided tour of the spaceship from the movie Interstellar in our Top 5 Totally Unreal Virtual Reality Campaigns.
With advances in technology happening daily, the implications for events and marketing campaigns become limitless. If you’re organising a promotional event that needs someone who knows their RFID from their VR, we can help you find the right event staff for the job. Contact us today.