How to Immerse Your Guests With the Ultimate Interactive Experience

Who doesn’t like being immersed? Successful event marketers understand the importance of attendee engagement. That said, too few impact consumers the way they want to be impacted. If you can immerse your audience, you can captivate them. In 2017, interactive technology is king.

The Future of Interactive Visuals

Technology has come a long way. Now, intuitive interfaces are being used alongside touch screen technology. Developers like MultiTaction have strategized the process, making touch display a king-of-the-hill tech avenue. Modern surfaces are using infrared cameras, “seeing” what device users are touching. When sensors can capture dynamic touch range, anything is possible.

So, where does this leave you? It’s a good idea to invest in tech which recognizes a limitless marker input range. Get big with coded event items—like Glenfiddich’s coded glasses. Interactive bars, tables and games, too, can spice up your event. Much can be said for information composition. By creating interactive displays, you can create enthralling technology.

The Modern Brand Experience Studio

If you’re gunning for a highly immersive experience, why settle for a single display? Companies like Ford are creating entire experience studios. Its FordHub, launched back in January, outfitted the Westfield World Trade Center with countless digital experiences. Ford’s innovations addressed today’s city-wide mobility challenges, creating memorable pop-ups worthy of continuous exposure.

Interactive LED displays, illuminated water patterns and innovation challenges are fantastic inclusions. By building alongside other tech providers, you can create an environment which encourages exploration. Provoke curiosity, and help your guests linger.

Downloadable Demos

Where out-of-event immersion is considered, downloadable demos go a long way. Ford’s digital record presentations are a great example, as they’ve let users download configured models in online spaces. Provoke the imagination, and create dialogue between your brand and the consumer. Anyone can install an Oculus Rift booth, and anyone can utilize the iPhone 7’s VR capabilities. In 2017, quality VR needs to be more than immersive. It needs to be memorable.

Pinpointing the Quality Consumer Experience

The goal of any event activation is to garner attention. If you can make your consumer’s feel, you can make them think. If you can make them think, you’ll make them talk. Build lasting impressions, and engage attendees at the ground level. A little immersion goes a long way, and you needn’t resort to straight-up VR displays to invoke excitement. Loyal audiences stick around, but they’re paying attention to brands maintaining a competitive edge.

Event Trend: Neon Logos and Artwork

Everyone likes lights, even when they go out. Neon lights are getting a lot of attention, and they’re popping up in unexpected places. From urban club lights to feminine spotlights, neon signage, apparently, is right on the money. Let’s check out the latest hits.

Neon and Corrugated Metals

As a décor choice, neon signage atop corrugated metals, apparently, is a big hit. The Medair New York gala—back in March—capitalized the look. Artists like Shepart Fairey, alongside other performers and artists, have fermented a modern urban vibe by revitalizing age-old neon looks.

Graphic Whites

Graphic white neon signage, too, is becoming popular. It’s a little high fashion, but it certainly works. Rodarte and Coach recently used graphic white neon to promote themselves, taking charge at Musso & Frank in Los Angeles. We feel straight-white neon signage works due to its simplicity, classiness and adaptability. Really, it’s one of the best graphical choices luxury brands can aim for.

Between the Paintings

Moving in an odd direction, event designer Tinsel & Twine outfitted New York’s IP Soft’s holiday party by surrounding neon signage with paintings. Sure, it might’ve been a masquerade ball event. That said, there’s something creepily in-tune with audience desires by combining suggestive neon lights between classic portraits, graffiti and eye-catching chandeliers.

At Classy Dinners

Speaking of classiness, pink neon has experienced a resurgence at event dinners. American Express and Girlboss have been running a tastemaker’s campaign with branded neon signs. Pink has always been a solid choice, but its sheer brightness has been a turnoff for many. Fortunately, inaugural dinners are seemingly immune to the radical design choice.

Cacti?

That’s right: cacti. The H&M Loves Coachella launch in Times Square featured neon cacti. The Atomics played, celebrating alongside 200 brand-lovers amidst a neon desert backdrop. Cacti might be a little unorthodox—display-wise—but if it works, who cares?

Cartoon Signage

Classic cartoon signage, of course, has made a 2017 appearance. It’s always been a design choice, even if it’s fallen into obscurity in recent years. When Coach celebrated its 75th anniversary, however, the signage returned. Cartoonish neon works well when gritty, urban landscapes are advertised. Whether it’s a motel sign, a rocket ship or a Las Vegas star design, neon is a solid installation choice.

If your event wants an “emergency runway” look, or if it’s simply installing a sign collection to hit a modern market, you’re in luck. Today’s leading brands are already leading the way, and they’re pulling off difficult looks fantastically. Get creative, and light up your event’s night with this year’s leading trend.

How Virgin Atlantic Took to the Streets

January might be gone, but Virgin Atlantic’s flight attendant surprise event is pleasantly engrained in our memories. In promotion of its all-new Seattle-Tacoma International Airport departures to London Heathrow Airport, Virgin Atlantic hosted a recognition party in Emerald City. Emphasizing the airway between Seattle and London, the airline successfully highlighted its newest business routes.

The Reignmakers

The Virgin Atlantic campaign introduced “Reignmakers” which was a community reflecting London and Seattle’s “reign” and “rain.” We know, it seems a little forward. The display was, however, surprisingly poignant. All about cultural recognition, the Reignmakers hosted a massive, two-day party. Flight attendants zipped around Seattle in Virgin Atlantic labeled Mini Coopers, flying the airline’s flag.

Meanwhile, the event’s later hours hosted parties for the airline’s dedicated fans and passerby alike. Handing out swag to social leaders, radio stations, influential shop owners and small business owners, Virgin Atlantic connected consumers to industry trendsetters. High-traffic locations, naturally, were prioritized. In Seattle, refreshments were dished out on plane drink carts. Branded umbrellas and luggage tags were among the Virgin Atlantic swag collection.

Planes, Plans and People

Virgin Atlantic successfully aligned its newest business route with customers, prioritizing people above all. The approach might ambitious at first, but Virgin Atlantic has historically provided fantastic service. This time, indeed, was no different. The airline’s relationship with its customers has always focused on the incomparable Virgin Atlantic experience, and the Reignmakers honored such a tradition.  

Virgin Atlantic paired its consumer base with media influencers, hosting private breakfasts with big-time travel and lifestyle impactors. Hosted at Seattle’s The London Plane, the dinner dished out more branded gifts, exclusive messages from the airline’s founder Sir Richard Branson and even free onboard flight opportunities. Here, the airline’s goal was twofold: Eventgoers could experience the Virgin Atlantic hospitality while prepping for a high-end blogging experience.

Taking to Social Media

Reflecting the Virgin Atlantic attention to blogging detail, it pushed for additional promotion via social media. Seattle played host to the airline’s Reignmakers contest, and visitors could nominate their favorite brand supporters. There was heavy consideration of Virgin Atlantic visionaries, and rewards were given to those who subverted typical Virgin Atlantic ideologies, presentations and displays.

The contest took place until February 28, giving the Reignmakers ample time to get prepared, get social, get visible and—of course—party. A Seattle-based Twitter campaign gave eventgoers a place to post photos, link to Instagram and type their favorite tags. All around, the Virgin Atlantic experiential marketing approach was highly visible. It’s rare to witness such a social-heavy airlines marketing campaign. It’s also comforting. Virgin Atlantic displayed an uncanny knack for social relevancy, and it highlighted its most profitable marketing segment while remaining relevant to others—which is always a difficult hurdle.

Event Trend: Photo Booth Ideas for 2017

Few things bring guests together like a photo booth. Whether you’re presenting a new product line, getting creative with an expo or simply want to land a new brand perspective, installing a photo booth is a good idea. We’ve already seen a few photo booth trends in 2017 worth mentioning, and we’re sending them your way. Check out these awesome, tech-centric photo booths, and take charge with this year’s latest gadgets.

One: The LEGO Photo Booth

LEGO’s UK flagship store installed the world’s first “Mosaic Maker,” which is a photo booth capable of transforming self-portraits into LEGOs. A lot of brand providers have taken advantage of the trend, coming up with inspiring, unique ways to change the visitor’s face. LEGO’s mosaic kit, available after the photo is snapped, lets customers shape their own pictures.

Two: Movie Photo Booths

Apple, among other big tech providers, has expounded upon the recent Face Place photo booth series. It’s honored as the nation’s “Manufacturer of the Year,” and it isn’t toning down its creative approach to everything customer-centric. The Movie Photo Booth utilizes marquee-style lighting, Apple’s own green screen technology and digital photo sets which harness fantasy film backgrounds. Spice up the typical photo booth experience, and give your guests something to remember, scene-wise.

Three: The TapSnap Photo Booth

Whether you’re putting together a small event, a corporate soiree or a lavish expo, a TapSnap photo booth can enhance your visitor experience. It focuses on the customer’s perspective, using today’s leading technology to offer customized digital photo options. It’s rentable, too. Powered by a well-trained staff, TapSnap is quickly becoming a leading photo booth rental option.

Four: Social Media Booths

Social media has become a popular photo booth tool, and brand are using Facebook and Twitter log-in prompts to capture online moments and build brand awareness. These photo booths still have in-depth photo options, and they still showcase a variety of digital snap options, but having social media accessibility has changed the game.

Five: Gif Booths

Gifs have been around for a while, but they’ve only just taken off in the photo booth world. Alongside slow-mo booths and g-force “wind booths,” gif booths are becoming a staple of mall-based marketing events. Once again, social media plays a part. Facebook’s introduction to short-looping video has only fueled the trend.

As technology becomes increasingly integrated into photo booth technology, customers will start expecting lavish displays. Online metrics, social media and even virtual reality have come a long way. Today, even small marketing campaigns benefit from unique photo booth ideas. Where do you stand?

How to Wow Your Event Guests Even During Breaks

Long meetings, conventions, and expos all have one thing in common: They include breaks. All too often, the potential of these breaks is wasted as participants are left to find their own entertainment. A better option is to spice up your event's break time by providing your own diversions from the main topics. Here are some of the ways other companies have been successful at keeping people's attention during these times:

Use an Area-Themed Snack Display

Every area has foods and other items that are unique to it. For example, Florida is known for its citrus fruits and beaches. A citrus-based display with beach imagery will be a sure hit for an area-specific snack bar. There's no need to exclude all other food options, either. Just be sure to have some orange things prominently present to get the effect.

Touch on an Area's Cultural Cuisine

While Florida may be known for oranges, the city of Miami is known for its people. As a Florida city, it is a mix of both domestic and overseas immigrants. Southerners, Northerners, Cubans, Mexicans, and Puerto Ricans all share the space and eat each other's foods on a regular basis. Simply serve some of each of these cultural foods for a great all-around "taste of Miami" effect. You can also aim for whichever foods your audience will find exotic in order to present a daring atmosphere of trying new things.

Hire a Professional Chef

If your event caters to an upscale crowd, you'll definitely make the right impression by having a professional chef make up the offerings. Even so, resist the urge to go for full-course meals or large desserts. Remember that this will be for a relatively short break instead of the dinner hour, and specify foods that can be picked up and carried by people who'll want to walk around and network as they enjoy the food.

Don't Forget Desserts and Drinks

Desserts are always a hit, and what better way to say "Florida" than at least one Key lime pie stand? Drinks also tend to be regional. Here, you'd be remiss to forget sweet tea – the quintessential Southern staple. Of course, Florida orange juice is obligatory as well. Don't forget to offer coffee, too. It may not be regional, but it is still one of the most popular non-alcoholic drinks on Earth and is very compelling for its fans.

These are just some of the ways you can set up food stands to make your event memorable even during the breaks. The other thing you need is a good venue. Check out Soho Studios in Miami for the perfect place to present your next Florida-based meeting, event, or expo.

How to Maximize Your Donations With an Amazing Fundraiser

Whether you’re a nonprofit or a small business, one universal truth shouldn’t be forgotten: Donations are tough to land. That said, 2017 has presented a slew of donation-centric solutions. If you’re creating a fundraising platform, you needn’t stick to age-old approaches. There’s a lot of fundraising ‘white noise’ out there, but you can still get donations by following the advice below:

Hold Raffles and Auctions

Auctions, raffles and games are excellent moneymakers. The best auctions and raffles, however, offer feature items, services and experiences which reflect your community’s interests. Tap into your local networks, and align your marketing goals with in-house fundraising resources. This year, Mercedes-Benz showcased a car via the 2-17 Heart Raffle. The result was an extra $46,332.36.

Get Wild with Lighting

You can boost brand recognition, as well as overall donations, by designing an event around your brand’s logo. Get wild with the lighting, and don’t be afraid to use black lights, either. Event producers like Julie Hanson crafted awesome interior designs to assist the Leukemia and Lymphoma Society’s campaign, helping them garner a massive $1 million overall.

Hire a Comedian

We’re all tired of the age-old keynote speaker approach. Get wild, and hire a comedian instead. If you can boost your event’s entertainment factor, you’ll give your eventgoers something to talk about—primarily, your headliner. Even if it’s a last-minute plan, it’s an effective one.

Create a Lounge Area

While your eventgoers might not empty their pockets over a couch, a lounge area can give them a much-needed breather. Get crafty with the pillows, the flowers, the signage and the accents. If you can give your guests a respite from the events, you’ll give them more time to consider your donation needs.

Take Advantage of a Check-In Area

Check-in areas are effective for maintaining eventgoers. They’re also great resources for gathering guest information. A large number of donations are procured from memberships and return visitors. By installing a donation station, a kiosk or a membership VIP lounge, you can make the donation process as easy as possible.

Showcase Your Brand’s Work

If donors know how their gifts will be used, they’ll donate more. Don’t be afraid to showcase your brand’s efforts. Events offer a highly unique opportunity to present your motives to your community. Skip statistics-based speeches. Instead, illuminate your foundation’s positive impacts. Share stories, give live demonstrations and give hands-on education opportunities.

At the end of the day, donations are procured from a positive outlook on a foundation’s motives. Use technology, if it’s available, and connect your guests to social media. You should, however, never forget why you’re seeking donations. Make sure your guests don’t’ forget, either.

What's the Method Behind Google's Madness?

While coast-to-coast marketing efforts frequently work, using a coast-and-coast mentality is unheard of. Google has rewritten this unspoken truth, and it has hosted block parties in both New York and Los Angeles to make a point to consumers.

Google Home and Google Play Music

Google’s latest product, Google Home, is the brand’s voice-activated smart speaker system. It’s voice-controlled, answers questions, plays music on command and can manage a variety of tasks. Google has received in-depth support from fans before. Now, it’s highlighting Google Home’s latest features by giving back. In promotion of Google Play Music, the tech company created a double feature, two-block-party extravaganza. It meshed Google Play Music and Google Home, creating an awesome experience for Los Angeles and New York partiers alike.

Grow Marketing and the Magic Touch

Grow Marketing is an experiential marketing company, and it’s responsible for the activation of both events. Present in New York’s Chelsea Market between February 24 to 26, Grow Marketing created a block-to-block experience to help consumers connect their Google Play services. As if this wasn’t enough, it also presented its options in Abbot Kinney, Los Angeles, earlier that month between February 11 and 12.

Google’s high-powered tech options aren’t new, but their awesome capabilities were deserving of a “magic touch,” states Google Home’s product marketer, Dee Dee Paeseler. To demonstrate Google Home’s power, Google represented its awesome tech portfolio by creating a cross-coast experience. Both hardware and services were interconnected, and both Google Play Music and Google Home were presented within the lens of music.  

Three Homes to Show the Magic

To demonstrate how both products were capable of interacting with one another, Grow Marketing created three separate homes inspired by three distinct YouTube personalities. Filmmakers Ted Fu, Philip Wang and Wesley Chan, first, stood in for Wong Fu Productions. MyCupcakeAddiction’s Elise Strachan, too, was present. Us and the Duo’s channel representatives, Carissa and Michael Alvardo, heightened the event’s musical touch.

By grounding these musical experiences between coasts, Google successfully represented its dedication to real-life people while successfully launching its product’s incredibly potential. Google targeted a large audience—an audience which was guaranteed full attention at every turn. Within each of the three homes, Google’s placed product specialists helped users understand how each product incorporated its technology with the other. Google has always been a brand of personal touch, and its inclusion of YouTube personalities certainly let it connect its products together.

It’s rare to see block party events succeed with such a great distance between them. That said, Google’s interested consumers are a lively bunch. Google might appear mad to some, but it’s certainly sane in connecting the dots between its users.

SXSW 2017: Experiential Marketing of the Future

If there’s any marketing extravaganza industry leaders get hyped for, it’s South by Southwest. This year, SXSW rolled out a slew of hot experiential trends. The world’s leading conference in high-tech business, digital innovation and—of course—business promotion is back. Now, we’re here to bring you the highlights.

Neuroscience in Marketing

Yeah, it sounds ambitious. It’s surprisingly capable, however, and it was showcased as a live marketing art display. The brain-friendly experiential displays highlighted SXSW’s collection of high-tech displays, showcasing AI-powered neuroscience bots. Dubbed ‘pre-suasion,’ the event mashed up digital complexity and the average consumer’s daily wants and needs.

Sony’s Wow Factory

Above all brands, Sony’s tech display probably won. Its knock-out collection of ‘techsperiments’ revealed its global Wow brand campaign. Packed with sonic motion music entertainment, projection-mapped VR experiences and an encompassing ‘Wow Factory,’ Sony thrived in SXSW.

Amazon’s Delivery Drones

While Amazon’s high-tech delivery drone program might be old news, its live demos have been heavily anticipated. SXSW became Amazon’s platform for presentation, proving the delivery program’s existence. Until now, many have rightfully scoffed at the feasibility of such a program. Tested across the UK and Germany, Amazon’s drone fleet hasn’t seen many audiences—until now.

Xperia Touch

Consumers are knowledgeable about touchscreens, but Sony—again—surpassed all expectations. It presented the Android projector, the Xperia Touch, and let visitors test out its flat-surface projections. Useable on the wall, the floor or even on a table, the Xperia Touch promises to be one of today’s leading augmented display technologies.

Levi’s Commuter Trucker Jacket

The clothing brand, Levi’s, got its presentation as well. The brand has partnered with Google to make ‘smart clothes’ capable of integrating SMS, Google maps and more. Levi’s presented a live tech demo, letting users try out its Commuter Trucker Jacket. Capable of reading swipes, taps and a slew of other inputs, the Trucker Jacket was one of SXSW’s most hands-on displays.

The Fortis Exoskeleton

It’s about to get weird. While the rest of SXSW went crazy over self-driving cars, projectors and jackets, Lockheed Martin presented its Fortis exoskeleton. Strapped to the body, the exoskeleton adds skeletal support. It helps the frail walk, helps construction workers lift heavy objects and—well—exists as one of the event’s coolest pieces of technology.

How To Go From Messy to Clever with Six Great Event Food Creations

Messy foods are for outback grill events, booze cruises and music festivals, right? Wrong. Event guests appreciate easy-to-eat options, and catering groups are repurposing age-old recipes to make event options more appetizing.

Crowd-favorite foods aren’t necessarily the cleanest, but they can certainly be cleaned up to make the eater’s life easier. While some guests love their hearty, sweet and classic foods, they needn’t be restricted to “finger-licking good” winds, sandwiches and BBQ options. The following event providers have remixed typical event food ideas. Check them out:

Preston Bailey Supplies Tiramisu Grab-and-Go Offers

Preston Bailey turned an entire Four Seasons New York Downtown into a catering establishment, supplying tiramisu as a grab-and-go options. Striking out the eating difficulty, it successfully celebrated its partnership with Four Seasons, all while keeping event-goers happy.

S'mores Gets Portable with Lollipops

Yes, it’s possible to eat a S’mores product without the mess. In fact, S’mores created campfire lollipops to familiarize their guests with handheld fun at the Engage!14 Wedding Summit. By reinventing an age-old theme in a new way, S’mores effectively redesigned the way guests look at desert.

Great Performances Dishes Out Fried Chicken Cones

By dishing out fried chicken stored in waffle cones, Great Performances allowed its guests to roam about the premises with self-serve options designed to circumnavigate the need for plates. Fried chicken might not be the hardest-to-handle food item, but it’s certainly deserving of a little ease-of-eating. The cones were offered at the Watermill Center in 2015, redefining the way chicken, itself, is dished out to hungry patrons.

Elegant Affairs Creates Portable Spaghetti and Meatballs

By compacting spaghetti and placing singular meatballs on top, New York’s Elegant Affairs created a clean, to-the-point version of traditional spaghetti dinners. The mess-free food item gave patrons a micro approach to an age-old macro problem associated with messy spaghetti event dinners.

Occasions Caterers Make Salad Bites

That’s right: salad bites. Alongside spaghetti, salad is a notoriously difficult event dish to serve cleanly. By creating salad bites hors d’oeuvre, Occasions Caterers gave patrons fork-served eating options capable of tidying up the dish’s regular problems.

The Washington Human Society Offers Portable Hummus and Pita

Hummus is messy. Really messy. The Washington Humane society, however, offered a selection of hors d’oeuvres hummus and pita bites, celebrating their 2014 Fashion for Paws runway event.

Sometimes, alternative food options work well. They certainly revamp many age-old ideologies surrounding proper event food options. Check out more annual food options, and stay sharp with this year’s best event creations.

How L’Oréal Paris Keeps it Fresh with Consumers

L’Oréal Paris might be a beauty brand, but it has some DIY chops, too. In celebration of its newest product lines, the brand hosted a “Galentine’s Day” party in New York’s West Edge. February 13, the event’s day, was an unofficial holiday for L’Oréal Paris, featured on NBC’s Parks and Recreation. Centered on events for women, the faux holiday was powered by L’Oréal Paris spokeswoman, Blake Lively. High-fashion décor, activities and music were had, as well as Valentine’s Day card creation.

Design Elements and the Art of DIY

The event catered to jewelry-lovers, too. Attendees could have their necklaces engraved, check out new fashion options and compare styles. Cookie decoration highlighted the event’s sweet tooth touch, and a variety of celeb-hosted introductions brought the average consumer’s vision to life.

There were about 15 DIY stations. Guests could listen to DJ Vashtie songs, get their feet wet with crafts and check out classic clips gathered from a variety of memorable movies and television shows. All products on display, of course, were up for grabs. The combination of practical DIY and digital is a good one, and L’Oréal Paris decision makers took on several beauty influencers who snapped, posted and shared photos.

Explore, Discover and Share

The event’s mantra was “explore, discover and share.” Non-traditional lighting, instrumentation and DIY stands certainly turned the age-old event participation approach on its head. Guests were urged to snap their best creations, creating environments capable of reaching high visibility on social media. Aside from L’Oréal Paris’s influencers, the event received attendance from a 300-plus crowd. V.I.P. members, of course, came out to play. L’Oréal Paris president, Tim Coolican, was one such memorable face. Other notable figures, like actress Robyn Lively, similarly attended.

Product Launches and Crafts

The arts-and-crafts area was covered by a lush, floral canopy. The area was outfitted by Tinsel & Twine and Agency, empowering the creativity of attendees. DIY card-making may not seem like a profitable event investment at first, but the event’s station packed plenty of embellishments capable of packing in personalized touches. Paper Fashion’s Katie Rodgers, meanwhile, offered highly customized guest illustrations. At every level, the event was attendee-centric.

When you combine Polaroid cameras, quirky props and several impromptu photo shoots, you’re set up for success. Take note: L’Oréal Paris has quickly become one of this year’s most notable DIY pop-up event providers, mostly due to their consumer dedication. In the world of event marketing, few brands get it better.