Title: Best Practices for Leveraging Interactive Experiences in Event Marketing
Date: November 2024
Author: Jessica Short
To stand out in today’s competitive event environment, brands need to create captivating experiences that actively engage attendees. Digital interactives offer an excellent way to engage audiences, drive meaningful interactions, and capture valuable data. Below are best practices for integrating these interactive experiences into event marketing strategies, along with real-world applications of Gravit8’s interactives that delivered impactful results.
Set Clear Engagement Goals
- Best Practice: Define a clear goal for the interactive experience, whether it’s to educate, entertain, or invite user participation. Aligning the interactive with a defined objective keeps the user experience focused and impactful.
- Example: For the Formula 1 Exhibition, Gravit8 built an app designed to engage F1 fans in a dynamic, hands-on exploration of racing history. The app lets users explore various F1 data points and customise filters to determine their own “Greatest Drivers of All Time” list. This interactive format not only educates users about key racing statistics but also creates a personal experience where each attendee can define their own top drivers, keeping fans deeply engaged. The app’s purpose—encouraging fans to engage with F1 history in a personal, data-driven way—aligns with the exhibition’s goal of fostering a deep connection to the sport.
Design for User Experience (UX)
- Best Practice: Create an intuitive and engaging experience that allows users to interact easily with the technology, enhancing their enjoyment and involvement in the process.
- Example: Gravit8’s collaboration with Schuh illustrates effective UX design through an innovative interactive experience that invites children to design their own Nike trainers on a touchscreen app. This application combines interactive technology with personalisation, enabling young users to unleash their creativity by customising trainers and printing unique stickers. By meticulously designing the app specifically for Nike trainers, Gravit8 provided an immersive and tailored retail experience that not only captivated children’s attention but also drove foot traffic and strengthened the Schuh-Nike partnership. This project exemplifies how technology and personalization can transform retail interactions into memorable experiences that resonate with customers.
Integrate Real-Time Data Capture
- Best Practice: Collect and analyse data from the interactive experience to understand audience preferences, content engagement levels, and behavioural insights. This data can guide future event strategies and marketing efforts.
- Example: You can incorporate data capture into most interactives. Tracking which content attendees engage with most, such as popular products or high-performing videos. Analytics play a crucial role in the success of interactive events. By analysing data, event organisers can make informed decisions on how to improve their events and engage their audience more effectively. With the use of interactive event software, collecting and analysing data has become more accessible and efficient, allowing event organisers to make data-driven decisions and create more successful events.
Enhance Shareability and Social Engagement
- Best Practice: Design experiences that encourage users to share their interactions on social media, amplifying brand visibility and engagement beyond the event.
- Example: The augmented reality interactive created for ULAW at their roadshows incorporated a fun and engaging feature that allowed students to visualise themselves in professional attire. After selecting their desired career through a series of multiple-choice questions, attendees could see an outfit superimposed on their image. This engaging visual was not only fun but also shareable, as users could easily send the image to themselves and post it on social media. By integrating this shareability aspect, ULAW was able to extend their reach and engage with a wider audience, as students shared their career aspirations with friends and family online. The collected data also provided ULAW with insights into student interests and trends, enhancing the overall impact of the event and providing valuable marketing information for future initiatives.
Conclusion
Gravit8 digital interactives showcase how strategic, interactive elements can enhance event experiences and leave a lasting impression on attendees. By setting clear goals, designing for usability, capturing data insights, creating shareable moments, and ensuring technical reliability, brands can make the most of digital interactives to boost engagement, gather valuable insights, and extend their reach.
Gravit8’s solutions empower brands to engage audiences effectively, making event marketing efforts impactful and memorable. Have an idea in mind? Contact us
