From hands-on analog to cutting-edge digital, here are successful engagement ideas garnered from the show floor of the Experiential Marketing Summit that should be in every meeting professional’s toolbox.
The article highlights innovative ideas from the Experiential Marketing Summit (EMS) 2023, showcasing how event marketers are enhancing engagement and creating more personalized experiences:
- LEGO Forever: At EMS, participants engaged in a Brick Building Activation Challenge, where they worked together to create small-scale event activations using LEGO pieces. The challenge emphasized collaboration and creative problem-solving, mirroring the process of designing events within client constraints. A fun experiment also involved building a “duck” using only six LEGO pieces, showing how fixed elements can inspire innovation in event design.
- Captive and Delighted Audience: The Highmark Hub, an anchor exhibit at the event, served as both a booth and a venue for content. It hosted programs, including Lunch & Learn sessions, in a branded space, creating an environment where attendees were both engaged and appreciative of the brand, showing the power of integrating content with experiential marketing.
- From Phone to Mars: The fusion of physical and digital experiences was highlighted through Augmented Reality (AR). AT&T used body scanners to create digital avatars for virtual experiences, allowing fans to feel part of the action. Additionally, Astound showcased a seamless AR activation that transported attendees to the surface of Mars via a QR code, demonstrating the growing impact of immersive technologies like AR and Virtual Reality (VR) in events.
Overall, the summit featured how event marketers are leveraging interactive, tech-driven experiences to captivate attendees and enhance brand engagement, with a focus on personalization and immersive content.
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