29 Feb 2024
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Mike Boland
AWE Talks: Can AR Breathe New Life into Live Events?
AWE USA 2023
Welcome back to AWE Talks, our series that revisits the most engaging content from AWE’s catalog of conference sessions. The past year has seen a rich libarry of insights including AWE USA, AWE Asia and AWE Europe.
This week, we spotlight AR's evolving role in immersive marketing. But moving beyond the usual-suspect examples and use cases like virtual try-ons, how can the technology elevate attendee engagement at live events?
See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library on awe.live and AWE’s YouTube Channel.
Speakers
Billie Goldman, Intel
Lisa Peyton, University of Oregon
Patrick Johnson, Rock Paper Reality
Kellie Bayer, Intel
– One of AR's most successful use cases is immersive brand marketing.
– Within immersive marketing, product try-ons have gotten the most attention
– But other product categories and areas of applicability continue to emerge.
– For example, AR can be used as an engagement tool at trade shows.
– It can offer exhibit-hall sponsors ways to interact with attendees and prospects.
– This was recently tried by Intel and Microsoft, along with Rock Paper Reality.
– Intel used AR to differentiate itself and drive foot traffic to its booth.
– This was done through a scavenger hunt experience that ended at the booth.
– There was also a real-life prize at the end, through a raffle for a Surface laptop.
– The playbook on this flavor of immersive marketing is still being written.
– But there were a few strategic takeaways from Intel's campaign.
– For one, gamification can add fun and interactive elements.
– Web AR turned out to be the best vessel, given its easy QR code activation.
– This reduced friction in that users didn't have to stop to download an app.
– Calls to action were also important to guide users towards an intended outcome.
– Clear goal setting and planning are also critical to planning that user journey.
– In Intel's case that intended outcome was, again, getting people to its booth.
– That end goal should always be clearly defined so that all roads lead to it.
– Another bonus to the experience was the digital trail that can be recounted.
– In other words, resources from the experience remain on one's phone.
– That's contrasted with typical conference swag that's often lost or left behind.
For more color from the panel, see the full session below...
