Regional - With plenty of nifty new technologies available, it seems there's no excuse for another dull event.
Location-based technology, Near Field Communication (NFC), RFID, gesture technology, augmented reality, Smartwall, integrated apps and customised scents are just a few of the technological options available for events these days.
For example, Chivas held an event in Singapore using RFID-enabled bracelets that were connected to guests' Facebook accounts. The bracelets allowed guests to check in at various booths throughout the venue and share their experiences with their friends who were not at the party. This created instant social media publicity for the event. An interactive booth was also available for guests to dedicate messages to their friends present at the event. The messages were then screened on the LED panel on stage during the event for their friends' viewing.
For example, Chivas held an event in Singapore using RFID-enabled bracelets that were connected to guests' Facebook accounts. The bracelets allowed guests to check in at various booths throughout the venue and share their experiences with their friends who were not at the party. This created instant social media publicity for the event. An interactive booth was also available for guests to dedicate messages to their friends present at the event. The messages were then screened on the LED panel on stage during the event for their friends' viewing.
In another great example, Pepsi sponsored the National Football League event in the US using gesture technology. The football event saw Pepsi fans throw virtual football passes, where event goers stood in front of a screen and imitated a throwing motion. Cameras tracked event goers' movements and calculated the passing distance.
Brilliant... but here are the hiccups
All of these events certainly made their mark for their brands; however, are these technologies always a feasible option for events?
All of these events certainly made their mark for their brands; however, are these technologies always a feasible option for events?
According to Damon Wee, chief marketing officer for GlobalSign.in, local marketers are still not warming up to the use of such technologies, because of the high costs. The more commonly used technology is QR codes.
Privacy issues are another factor that may arise from using these technologies, especially for location-based technologies.
Privacy issues are another factor that may arise from using these technologies, especially for location-based technologies.
Other than that, for NFC to materalise as a viable tool, there needs to be a ubiquitous mobile eco-system to support the technology.
Jed Mok, general manager, Pico Art International concurred with Wee.
Citing NFC as example, Mok added that while the idea of NFC is not new, the incorporation of NFC into mobile devices for events has only started to gain traction in the last two years. However, it may take some time before it is used for events.
"While most brands would adopt a wait-and-see attitude before they take the leap of faith, there are many other brands that have already started their exploration. The integration of NFC in ad-hoc event experience may take a little longer, till there is an affordable plug-and-play solution that is economical," said Mok.
One difficulty cited was the level of complexity to using such technologies.
"These technologies often have risk of instant technical issues and stability problems," said Gregory Fournier, director of business development Asia at Imagination Singapore.
"For experiential marketing tools, it is hard to measure the ROI unless you amplify it digitally and take that experience online," added Fournier.
Worth taking a risk on?
"The brands can either choose to stick to the tried and tested route or adopt quickly, so that they have the first move advantage. Brands can choose to wait and see how it works out for their competitor or embrace it like a true innovator," he added.
However, he cautioned brands against jumping on the bandwagon without knowing the objectives of doing so.
According to Gregory Fournier, director of business development Asia at Imagination Singapore, he is positive that making the leap into these technologies will reap benefits for marketers.
For augmented reality, if combined with social media integration, despite it being a costly investment, the results will help to amplify an event, Fournier said.
For RFID technology, the ability to use this technology to personalise an event that will meet each eventgoer's needs is what makes it a popular technology.
"RFID acknowledges the individuality of everyone in the audience and allow marketers to keep track as well as maintain dialogue with their consumer advocates," Fournier added.
Preventing Murphy's Law
Fournier also shared three tips for event professionals keen in using this suite of technology. Firstly, the testing phase is key to implementation. Secondly, technology should always be used to support the event and must be relevant to the brand as well as the objective of the event. "The use of new technology for the sake of it is not a guarantee to establish a meaningful connection with the audience," warned Fournier
Fournier also shared three tips for event professionals keen in using this suite of technology. Firstly, the testing phase is key to implementation. Secondly, technology should always be used to support the event and must be relevant to the brand as well as the objective of the event. "The use of new technology for the sake of it is not a guarantee to establish a meaningful connection with the audience," warned Fournier
Finally, when using new technology during an event, you really need to trust your agency. Do not take chances with new technologies by yourself as a poor solution or a poorly executed event can have a negative impact on your brand image and credibility, he said.
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