Get in Touch
Insights

Inspiration Station Vol 8: The Future of Live Brand Experiences

Brand events as we knew them are a thing of the past…

 

The pandemic has ushered in a whole new era, not merely of brand experiences, but in values and behavior. Now, hybrid formats bring new opportunities like larger audiences, but also challenges such as inclusivity and accessibility – there’s an increasingly international attendee pool, as well as a more engaged disabled audience who now feel more comfortable joining remotely.

Next, we’ve got a new hyper-sensitivity and awareness surrounding sanitization and personal protection zones. People aren’t ever going to feel comfortable in a space that isn’t seen to be doing everything possible to minimize risk and prioritize health.

Finally, as the world dusts itself off from the struggles of the past 18 months, sustainability is back on people’s minds. The world has seen the positive impact of removing humans from the global equation and is more invested than ever in reversing the harm we have caused to the planet.

Let’s take look at the future of live brand experiences.

HYBRID & ACCESSIBILITY

Even as in-person events return, the yearly growth rate for the global virtual events market is estimated at 40.37% by the end of 2025 (marketwatch.com). The still untapped potential of hybrid events attracting a larger and more global audience, means that event organizers are still uncovering ways to enhance the accessibility of brand experiences while making them more inclusive. As you’re about to see, this applies to both physical and digital elements, truly blending the two in the name of hybrid.

Tobacco Dock Virtual

In a world first, the O2 appeared in Fortnite as part of a week-long activation. This marks a key milestone for iconic venues staking their claim in the virtual space. Now, one of our favorite London venues for brand experiences has also bet on a future involving “digital twinning” in the metaverse. 

Tobacco Dock Virtual is a digital replica of the historic venue, and fully customizable to accommodate branding and content for keynotes, breakouts, and exhibitions. Enhancing networking and product demos, also makes the venue more accessible to a larger audience as it can be explored on most devices – even with a VR headset. 

22 MILES AR Wayfinding

From venues in the virtual world to the virtual world in venues now… In a socially-distanced future, enhanced venue navigation will make in-person experiences safer, more enjoyable, and more effective. Using AR, 22 Miles’ dynamic wayfinding can adapt routes to ease crowds and minimize risk, whilst simultaneously tracking attendee behavior to streamline future experiences – making spaces more responsive and intelligent!

Check it out here.

AccessiBe

So we’ve touched on the enhanced reach and unique ability of hybrid events to reach untapped audiences… but what about the barriers to accessibility? AccessiBe is a platform revolutionizing the web experience, setting out to make the entire internet accessible by 2025.

AccessiBe uses machine learning to ensure a website is accessible and compliant – all brands need to do is embed one line of code and Accessibe automatically provides a customizable accessible website experience for users with disabilities, at the click of a button. Check out the video to see how this solution works.

Find out more here.

Mmhmm

Mmhmm is another cloud-based product that integrates with many web conferencing platforms like Zoom. Mmhmm transforms meetings into more of a newscast format putting the presenter in front of their content, enabling you to demonstrate and interact with your content more effectively. In recent weeks they’ve received a $100 Million investment which could see this become the norm in how things are presented online.

Find out more here.

HEALTH & SAFETY 2.0

We’ve touched on how accessibility has certain post-pandemic applications already. Now we get into the health and safety elements in more detail. Things like contactless tech, apps for virtual queuing and streamlining F&B, proximity alerts, heat-mapping and so much more are going to ensure that contact is minimized in physical spaces and therefore any health risks, minimized. 

The Future of Hotels: The Manser Practice

The Manser Practice has outlined how future hotels might evolve to better facilitate social distancing. The UK architecture studio has extensive experience designing hotels and predict that they will have no receptionists, instead adopting touchless access, relying on mobile apps, implementing one-way systems, and even using robots. Don’t believe us? Well, these robots already deliver wine and even noodles!

touchless and remote checkin technology

22 MILES – PasS (Protection-as-a-Service)

In the events world, the concepts of The Manser Practice are fast becoming a reality, thanks once again to, 22 MILES.

Their “Protection As A Service model” (PaaS) combines a camera with temperature detection software, integrated sensors, and AI algorithms to create a powerful access control system.

Their contactless tech can also be integrated into any digital signage to provide touch-free accessibility and wayfinding. Their mobile control tech even allows users to control any digital device using their mobile phone. Voice, Gesture, or Mobile App Options are available for almost anything… 

Find out more here.

technology equipment for live events

Proxxi Contact

Now for a simple and effective solution: by providing guests with a Bluetooth wristband that vibrates if they get too close to each other, event organizers can promote personal protection zones! It can even be used to protect businesses from losing an entire workforce. The system automatically identifies those onsite who were in contact with anyone who tests positive for COVID-19 and provides detailed contact tracing so that whole teams don’t have to quarantine. 

Find out more here.

https://www.youtube.com/watch?v=E8Cr2mPP0MI

Disinfectant Fogger

There has been a growing demand for properly sanitized spaces, even pre-pandemic. Now, large-scale disinfection has become essential. From drones to UV emitting devices, there are a number of high-tech solutions now available. This portable device however simply produces fog that spreads throughout a space to eradicate 99.9% of bacteria and viruses. It can even clear up to 1,000 square feet in just 15 minutes.

Find out more https://thegecco.com/

SUSTAINABILITY

Nearly 70% of consumers think it is important that a brand is sustainable or eco-friendly, according to a new study by IBM and the National Retail Federation. That means that brands no longer have the luxury of ignoring environmental issues. Even those brands who are seen to be going green now fall short in many areas, particularly as the carbon footprint of digital activity has come into focus.

 

Earthly Tab

Cleanfox, who reported that marketing emails are responsible for two million tons of CO2 emissions annually (in the UK alone) revealed that “if the Internet were a country, it would be the sixth biggest polluter in the world.” This is due to the sheer power needed to not only keep our devices charged, but also the data centers powering the cloud.

It doesn’t take much to make people more click-conscious or implement simple positive practices either. Earthly Tab is an internet browser extension that helps to offset CO2 every time you open a new tab through ad revenue.

Find out more here.

https://www.youtube.com/watch?v=mUnHl9oVtes

Volkswagen: Carbon-Neutral Net

VW reconstructed its Canadian website to shrink their digital carbon footprint and create a more sustainable browsing experience.

By removing all color and reducing photographs to text-based mosaics, the project significantly lowered the CO2 emitted: producing an average of only 0.022 grams of CO2 per page view, compared to the average 1.76g. Is the future for brands a more minimalist digital and physical presence?

Find out more here.

VW Carbon Neutral Electric Car

Carbon Tracking & Offsetting

There are many apps out there to help track your own carbon footprint as well as that of your teams, but now you can even calculate the environmental impact of your website. These will provide useful indicators to help you reduce your business’ footprint, and offset any unavoidable emissions.

There are many organizations making carbon neutrality a reality for businesses. 

“Tree planting can cost as low as €5 to €10 per metric ton of CO₂ captured — equivalent to an increase of less than €1 per ticket per passenger on the average short-haul flight” – Fairjungle.

Event Cycle

Event Cycle takes unwanted event waste and redistributes it to charities, community groups, and even back into the events industry, giving it a second lease of life in its mission to create a circular economy. Whether it’s graphics, stands, giveaways, food, or plants, they will make sure they go to a good home!

Find out more here.

Recycle event lecterns, stages, and event backdrops

OLIO – Food Waste Heroes

Similarly, apps like OLIO will collect surplus event food and redistribute it to the local community for free. A third of the food we produce globally ends up in a landfill: OLIO connects neighbors and local businesses so surplus food can be shared, rather than thrown away. 

Find out more here.

Engage with FIRST!

Contact us here to receive our Inspiration Stations in full, with exclusive insights and trends.

And join the dialogue about how you’re using creative ideas to include remote attendees on our social platforms:

Instagram: https://www.instagram.com/first_globalagency/

LinkedIn: https://www.linkedin.com/company/FIRST-events-agency

Contact Us speaker mount
Back to FIRST Feed