How to augment event?
In 2023, when a brand, a festival, a company or simply an organization decides to organize an event, it is essential to think about "User Experience".
To do so, here are 3 creative ideas to add an interactive and playful dimension to make your events even more immersive.
-
Interactive Mapping
-
The Augmented Photocall
-
The Immersive Theater
INTERACTIVE MAPPING
Interactive mapping is often used to create spectacular art and advertising installations, light and sound shows, as well as live events such as concerts, festivals or exhibitions.
This technique creates immersive and interactive experiences for the audience, who can interact with the projections in real time at night or in dark locations. These installations materialize in two different ways, either as a projection or as a display on a screen.
Interactive
Strategically placed at the entrance of the event, for example, the attraction of the public lies in the fact that most people have never seen or even experienced it in real time.
Playful
Requiring audience interaction to become animated, this technology works in real time and allows you to see the result live. Very popular with children but also with adults, this is an excellent way to capture attention.
Wow effect !
Still very little used by brands, this device aims to make events unique and unrepeatable. This encourages sharing on social networks and increases the rate of user memorization.
AUGMENTED PHOTOCALL
What is an Augmented Photocall?
Have you ever been to a Press or Influence event with classic Photocalls featuring logos in the background or in more creative cases, elaborate backgrounds?
It is now possible to augment these devices through Augmented Reality mainly on social platforms to maximize the user relay but also via browsers through the WebAR.
Favoring the use of social platforms, these devices allow to generate a maximum of UGC (User Generated Content) for the brands.
Surprise factor
Very little used by brands, this device aims to surprise users by soliciting them directly on the event through their smartphone.
Adaptability
It can be used for a Press, Influence or Product event. It is also possible to use this device in a store or in the street for a limited time operation causing a feeling of exclusivity to the users.
Metrics
Hosted by WebAR platforms or apps, the augmented sets provide organizers with a battery of important data including: time spent on the photocall, total reach after shares, number of people reached etc.
IMMERSIVE THEATER
Immersive theater is a form of performance in which the audience is integrated into the story and environment of the play. Instead of watching the action on stage from a seat, the audience is invited to interact with the actors and the environment of the play, often by moving freely through the space and exploring different sceneries.
How to include it in an event?
For a product kick-off, a press night, an influencer event or even a full-fledged event, brands are increasingly using this format to immerse their users in the brand's universe. With the ultimate goal of involving their audience, brands can project their consumers into a universe entirely designed for the occasion and thus plan different happenings during which they will be brought to interact with the elements and actors.
Custom-Made Scenarios
Designed especially for the event, the immersive scenario can, for example, retrace the history of the brand through several periods and thus support its image among its loyal users.
Real actors !
It is important to personify yourself. When a user gets in touch with their favorite brand, it will create a feeling of closeness and thus strengthen the relationship between them and the brand.
One-to-One
When actors interact with the audience, the audience is given a token of importance that should not be neglected. Indeed, if we compare this action to a daily life event, it is very rare to see a brand addressing a person in a direct way.
Custom experience
Through this immersive format, the design of the scenario provides a multitude of interactions with the audience. For example, when preparing for the event, users register in advance and this allows us to obtain the name and photo of the person, which will allow better identification during the event.
Global immersion
To succeed in immersing your audience at 100%, it is essential to choose the ideal location for your activation. In accordance with the scenario deployed, it will play a key role in the experience felt by the audience.
95% recall rate
Compared to a digital activation, a print campaign or another more traditional format, the exposed audience will have built a unique relationship with the brand. This answers to a more powerful image, privileging a smaller part of the audience than other campaigns, but also a memorization rate up to 10 times higher than a more classic campaign.
IN A NUTSHELL
At The Sun Project, we work on these interactive formats in order to help brands to emancipate themselves from a classic and traditional communication but also to speak differently to a target always more fond of innovation.
If you have a question, a project, a desire, you can contact us right here ↓