Above all, experiential events must be immersive. We’re sure you’ve heard this before, but we can’t reiterate it enough! An immersive and engaging experience is an unforgettable one.
We jump at the chance to integrate virtual reality into our events, as it allows us to quite literally immerse our guests in carefully, custom-designed worlds. According to Garner, the definitive guide to emerging technologies, virtual reality isn’t going to become mainstream for 5-10 years. However, the event industry loves to stay ahead of the crowd, and we’ve already welcomed VR technology as a huge trend that isn’t going anywhere.
Virtual and augmented realities are leading the charge for creating unique experiences for guest, and are a fantastic way to ensure a healthy ROI. Here’s everything to know about these headset gizmos, and why they’re the perfect addition to your event.
What actually is virtual reality?
Virtual reality (VR) is artificial, computer-generated simulation, and it’s as amazing as it sounds. It’s an immersive (there’s that word again) experience that uses headsets to block out real-world visions. VR allows you to transport your guests – minus the flight costs- to any destination, and give them a 360-degree view of entirely new worlds.
Augmented reality (AR) is a little different, as it marries computer-generated images and reality. A great example is Pokemon Go: even though a rare Pokemon wasn’t actually hiding somewhere in Central Park in 2016, AR technology blended the real and virtual worlds to make it appear so – and people went WILD for it.
Why should we use it?
#1 For memorable brand experiences
Millennials today value experiences over material items- and we couldn’t agree more! However, a spot in someone’s memory bank is a precious and privileged spot to have, so you’re going to have to earn it. Providing a custom-made experience unlike any other is a good way to start, as you can leave your guests with a unique, unforgettable memory that they’ll treasure as one of their greatest.
We love using VR in our events, and always make sure it’s fitting with the overall message of your brand.
Recently we teamed up with The Annenberg Foundation to kick-off Opening Night at the Annenberg Space for Photography, launching the ‘Cuba Is’ exhibit. We know how to run wild with a theme, and were eager to take the Cuban-inspired event to a whole other dimension.
We used VR to give guests the feeling of strolling along Cuba’s soulful seaside boulevard, Malecon. And people loved it! It was an amazingly fun, fresh and exciting addition to our event, and really helped to create an everlasting impression.
#2 For increased engagement levels
VR gives you a unique way to demo your products, and provides users with first-hand experience of how awesome your brand is. Using VR for product demos actually increases sales by 135%– and the facts speak for themselves.
We believe that giving guests the opportunity to fully engage with your brand or product is the best way for them to realise how badass it is. Plus, as a society we love to (over)share, so if you create an event worth sharing, people won’t be able to stop themselves from spreading the word about how much fun they had.
#3 For marketing automation
If you’re running an experiential marketing campaign, you’re going to want analyse the results and see how well your efforts paid off.
When working with traditional live marketing campaigns, like giveaways and samples, it’s really hard to capture enough consumer data to work with. VR makes it incredibly easy to capture consumer data, before during and after the experience. You can track how many people participate, how long they spend engaged with your VR experience, and whether they keep coming back for more and engage with it again.
Being an evolving technology, VR has a tremendous potential for creating distinguishing experiences. We use VR to create rich, life-enhancing experiences that connect people to one another. We make sure each VR experience is tailored specifically to your brand, and will help create an unforgettable event. Our LA and NY teams at this is LESTER love mixing the real and virtual world to create memorable, extraordinary design concepts and brand experiences. If you are as captivated by all things techy as we are, hit us up! We can’t wait to get creating together.