30UnderThirty
IMMERSE IN THE EXPERIENCE , NOT SIMPLY THE TECH
Events don ’ t need tech for tech ’ s sake – they need strategy , says Ben Krebs , head of production at UK-based Event Concept
I mmersive technology has become one of the biggest buzzwords in events . Terms like AI , VR and AR are constantly thrown around in pitches , the assumption being that by adding the latest shiny tech , an event will instantly become cutting-edge , engaging and unforgettable .
But the truth is , immersive tech , when used for tech ’ s sake , is often more of a distraction than a meaningful enhancement .
The problem we ’ re seeing is brands jumping on the tech bandwagon without a clear understanding of how it
Use immersive tech as a meaningful enhancement not as a distraction serves their objectives . “ Consider AI in your pitch ” is a phrase we ’ re now all-too familiar with as a creative events agency , but what does that really mean ? How will AI , or any immersive technology , help your audience connect with your brand ?
To be clear , I ’ m not a tech naysayer – far from it . There is absolutely a place for immersive tech in events , and we ’ ve intentionally fostered close relationships with manufacturers so we have access to the best tools out there . The right tech , used at the right time , can be a gamechanger .
But when tech is tacked onto an
Above : Ben Krebs event with no strategic thought behind it , the result is a disjointed experience that distracts from the brand ’ s message and leaves attendees confused and underwhelmed .
What does ‘ immersive ’ really mean ? Part of the problem is a growing confusion around what we mean by the word ‘ immersive ’. To some , the word is synonymous with VR headsets that transport users into entirely different worlds . For others , it ’ s about creating a more engaging environment . And this ambiguity is a challenge : if we can ’ t clearly define what immersive tech is , how can we use it effectively ?
Let ’ s clear things up :
n Immersive : Any curated experience that surrounds you in a different environment . Doing this can drive engagement rather than guests being passive attendees .
n Virtual reality ( VR ): A fully immersive digital experience , often requiring a headset , that takes users out of their physical environment and into a simulated one .
n Augmented reality ( AR ): A blending of real-world surroundings with additional digital elements , overlaying information or graphics onto what you see .
n Mixed reality ( MR ): A step beyond AR , where physical and virtual objects can interact seamlessly .
n Extended reality ( XR ): An umbrella term that includes all the above
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