Access All Areas April 2019 - Page 46

APRIL | TECH Ctrl+Alt+Del? Words: James Morgan, founder, Event Tech Lab E vent organisers - get rid of those tired and over-tested social media channels, and try something new to market your events to a new generation. Your sponsors and attendees will love you for it. With 39% of the global population using social media channels, taking a closer look at how organisers evaluate their social media channels for marketing events is crucial. This is especially the case when marketing to a global audience. So what have we missed? My hot tip is Tik Tok. With 500 million people using it regularly, it has more monthly active users than Snapchat or Twitter, globally. It’s a video sharing channel where users can create short videos of themselves lip- syncing to songs, or acting out comedy sketches, with a database of music, effects and sound bites from which to choose. Tik Tok challenges attract a lot of attention and often go viral, providing a great channel to promote events. Or, organisers could provide Tik Tok booths at their events, which can be branded by sponsors to amplify attendee experiences to virtual audiences. 46 Staying with the idea of the sponsor-branded booths, how about exploring the use of Houseparty? It has a lot less monthly active users at 20 million. But, with the huge growth and popularity of online social video growing in both the Generation Alpha and Generation Z segments, this app is just waiting in the wings to take off. Houseparty is a virtual living room where up to eight users join an online video chat. Chat requests are sent out to friends via notifications through the app or through SMS text messages. Imagine branded booths being used at events, so attendees can share their experiences with friends that are not there? Lastly, with over a billion monthly active users, WeChat is an app to be applauded. Its core function is similar to Whatsapp, but it also allows users to create a timeline of moments where particular contacts are allowed to see updates. So there could be a timeline created for friends, family or work colleagues. For organisers this is a great app. Companies can offer vouchers and promotions to their followers, and event flyers that include QR codes can be scanned by users via the app to allow interaction. Organisers can also use WeChat to take payments. So, organisers, why don’t you re-think your social media strategy with one of these new platforms? A monthly look at the newest products and services for the live events industry Virtual reality cafe Underworld opens in Hackney A new entertainment venue is coming to 336 Acton Mews in Hackney, London, by the name of Otherworld. The venue, which opens 15 April 2019, brands itself as a ‘portal to another dimension’, and offers a variety of virtual reality experiences which visitors can step into. Among the VR experiences it offers are sword-rhythm game Beat Saber, mountain climbing simulator Everest VR, Fruit Ninja, slo-mo shooter Superhot and a virtual reality version of Google Earth. Artem’s ‘smoke vortex cannon’ The roaming AI ‘Selfiebot’ Physical special effects company Selfiebot – billed as ‘the world’s Artem has made further inroads first robot photographer’ – has into the theatre sector, with a arrived in London following new effects challenge from overseas success in Italy and Birmingham and Barcelona- Australasia. based dance company, Humanhood. The company were asked to design and build a piece of equipment capable of projecting a Selfiebot roams the floor of any event it is present at, interacting with visitors using a brand’s unique tone of voice and colours. It provides guests with a single giant smoke ring the shape memento to take home, printing of a doughnut – known in physics photos instantly and sending as a Torus – from the rear of a them via SMS or email. stage, out over an audience. The ‘smoke vortex cannon’, as it It encourages social sharing, and provides a data capture came to be known, had to be large tool for re-targeting guests with enough to make an impact in a follow-ups. sizeable performance