Creative Experiential Technologies: Building The Future of Activations

#CSFX2014 | #XMARKETING

Mark STEWART Managing Director

CREATIVE EXPERIENTIAL TECHNOLOGIES: !

building the future of events


TWEET YOUR QUESTIONS



ABOUT MEBOTH OF THEM #CSFX2014 | #XMARKETING


the logical APPROACH


TRIED AND TRUE THERE’S NOTHING WRONG WITH THAT


the MAKER APPROACH AKA: MAKEITING


ReDD’S APPLE LAUNCHER


ReDD’S APPLE LAUNCHER• INTERNET OF THINGS

• MICROCONTROLLERS/ARDUINO

• SOCIAL VENDING

• 3D PRINTING

• RFID/NFC/BLE

• ROBOTICS

• SMART INSTALLATIONS

• INTELLIGENT RECOGNITION

• INTERACTIVE GAMES

• CUSTOM APPLICATIONS


BUILD SOMETHING NEW SURPRISE AND DELIGHT


INVOLVE YOUR FANS OWN YOUR OWNED MEDIA


make it connected EXTEND THE EXPERIENCE




ReDD’S APPLE LAUNCHERA NEW GAME : HAPPINESS ARCADE


1

2

3

4

MAKING MAKES US HUMAN

THE MAKER MOVEMENT MANIFESTO

DO IT TOGETHER

PLAY, PARTICIPATE, SUPPORT

SHARE YOUR SUCCESS, GIVE BACK


WHY MAKERS MATTER TO MARKETERS

INNOVATIONNew products. No limits.

PARTNERSHIPSRemember: DIT!

THESE GUYSBeen there. Done that.

passionNiche communities

#CSFX2014 | #XMARKETING07

BUILD A BETTER PEOPLE-TRAP


ReDD’S APPLE LAUNCHERON TARGET: REDD’S APPLE LAUNCHER


HANDS ON TECH #1: 3D PRINTING


3D PRINTED PRINT AD INTERACTIVE MEDIA



ReDD’S APPLE LAUNCHERMORNING WIN: BELVITA TROPHYBOT


Think in hours, not minutes…most of the time.IT TAKES A WHILE TO PRINT1 2

3 4People are curious by nature.IT’S A CONVERSATION STARTER

Nozzle clogs, misprints … it happens.THERE WILL BE TINKERING

It’s as easy as X, Y, Z.THINK BEYOND PLASTICS

3D PRINTING AT EVENTS - KEY CONSIDERATIONS


Use owned and paid media to promote the use of printing, seek input, ask opinion, get designs, pre-register, etc.

build anticipation1

Offset capacity/volume with collectable or limited edition pieces.

make it collectable4

Allow users to get close to the tech, build around the printing, engage on site and explain.

create a destination2

Print items that can picked up later, send via mail - or a 3D print file.

GIVE A REASON TO RETURN5

Use social graph data, take photos, allow on-site design, scanning kiosks, have a competition.

make it personal3

3D PRINTING AT EVENTS - idea starters


ReDD’S APPLE LAUNCHERSWEET: OREO TRENDING VENDING

#CSFX2014 | #XMARKETING33

5 CREATIVE TECH TRENDS IN 5 MINUTES OR LESS


BIOMETRICS

Brain Waves: Subway Eatovations

Facial Recognition: Selfie smile detecting mirror

Sochi 2014: Subway (the other kind) Squats

Fingerprint scanning: Disney


Oculus Rift: A new perspective on Virtual Reality

MYO: Gesture armband

NIVEA: Trackable wristband

Event Staff: Tracking and geotagging of locations

WEARABLES


ADVANCED DISPLAY TECHNOLOGY

Transparent LCDs: A new perspective on Virtual Reality

Interactive Projection Foils: Gesture armband

4K: Resolution revolution

IR Bezels: Everything is a touchscreen


SOCIALLy reactive installations

Hashtag Happiness: Tweet to raise the Pride flag

Social Vending: Twitter Canada’s t-shirt machine

Twitter Balloon: Make your activation pop

On The Internet, Nobody Knows You’re A Dog: #Snackball


Technology + Content

Sign of the Times: “Points” sign shows the way

A New Twist: Analog fun with new friends and a Coke

Perfect Pizza: Domino’s Steady Pizza

That Warm Feeling: Tech and emotion


ReDD’S APPLE LAUNCHERTHIS MIGHT FLY: DRONES ON DEMAND


HANDS ON TECH #2: BEACONS / proximity marketing



ReDD’S APPLE LAUNCHERMORE THAN RETAIL: ANYWHERE





Apps you own and apps developed by others. Fairly simple integration. Off app.

INTEGRATE WITH EXISTING APP1

Set up beacons around the event to send valuable information about the space/location as individuals walk through, providing an enhanced experience.

ENHANCE THE EXPERIENCE4

Let them know what to expect through proximity marketing

WELCOME TO EVENT2

Place a beacon in or near concessions/activations to deliver special offers and personalized messages

ADD VALUE5

Help guide visitors through space or exhibits with indoor-mapping capabilities, creating personalized tours based on visitors’ preferences

GUIDE THEM3

PROXIMITY MARKETING AT EVENTS - idea starters


PROXIMITY MARKETING - EARLY ADOPTERS

MAJOR LEAGUE BASEBALL!!

In the US, Major League Baseball is installing beacons in stadiums to work in conjunction with their smartphone app called At The Ballpark. Visitors will be able to get directions to their seat, queue-bust – being directed to the shortest queues when buying a beer or a hot dog. It will also be used for discounts on merchandise and more

TRIDENT GUM!!Trident gum leveraged proximity notification technology to drive impulse purchases, sending a radius-based alert with a Trident offer via SMS and mobile app, redeemable via mobile device with a personalized barcode for Trident products


HANDS ON TECH #3: MOBILE LOCATION ANALYTICS


60% 96%45%

34%

CANADIANS WITH A SMARTPHONE

ANDROID OS

ACTIVE MOBILE Wi-FI USERS

APPLE IOS

Sources: J.D. Power and Associates, eMarketer, comScore Inc. 2013-2014


WIFI ON MOBILE WHO’S TURNED ON?

Wi-FI OFF

Wi-FI ON

Wi-Fi OFF

Wi-FI ON

iOS Android

82% iOS: Wi-Fi Always On

Sources: Apple, Google Developer Resources 2014

94% Android: Wi-Fi Always On


OH boy! A BLACK BOX! what it does

Configured to the event or activation area to monitor1

Connects via Ethernet, Wi-Fi or mobile network connection2

Always sending data to server, no data stored on device3

Reporting data can be analyzed and used many ways even for additional tracking

4


FIELD TEST: TROJANONE OFFICE


FIELD TEST: TROJANONE OFFICE


FIELD TEST: THE KILLERS CONCERT

INSERT DATA


FIELD TEST: THE KILLERS CONCERT

INSERT DATA


FIELD TEST: THIS ROOM


See how your space flows, traffic patterns, adjustEVENT SPACE OPTIMIZATION1 2

3 4Know what to expect at a location, pre-scout, historical, offer verifiable data to sponsors

GET REAL DATA

Track traffic from one event to another or to and from a partner location / storefront to event

MEASURE INFLUENCE

CRM tools, online purchases, receipts/ticketsCOMBINE WITH EXISTING DATA

MOBILE LOCATION ANALYTICS - OPPORTUNITIES




Suggest ideas, participate, ask what can be done beyond the ordinary … do it together.

WORK WITH YOUR PARTNERS1

There’s a reason “I’ve never seen that before” works. It because somebody tried to do it.

Don’T BE AFRAID TO TRY2

Even crazy ideas have goals to meet.SET METRICS FOR EVERYTHING3

FINAL THOUGHTS AKA: HOW DO I APPLY ANY OF THIS STUFF TO WHAT I DO?

Try it in your own life. Everyone is a maker.MAKE STUFF4


ReDD’S APPLE LAUNCHEROne Last Thing: the first thing

#CSFX2014 | #XMARKETING@trojanone | @wondermakr

THANK-YOU

Date post:	18-Oct-2014
Category:	Marketing
View:	172 times
Download:	0 times

Creative Experiential Technologies: Building The Future of Activations

Marketing