Augmented reality technology is rapidly transforming the event marketing industry by providing a dynamic and interactive approach for audiences. Augmented reality brings a unique blend of excitement and engagement to events, increasing participation and making them more memorable. With AR, attendees are no longer passive observers but active contributors to the event experience.

AR Technology Trends and Advancements

Before we dive into the benefits of AR in event marketing, let’s first look at what trends are driving AR adoption:

1. Mobile Device Evolutions.

The ever-evolving capabilities of mobile devices have paved the way for more sophisticated and interactive AR event experiences. Modern smartphones and tablets can handle high-end AR applications, offering attendees smoother and more captivating experiences.

2. NFC and QR Code Technology.

Combining near-field communication or quick-response code technology with AR provides opportunities for enhanced connection, such as sharing digital business cards and interactive product demos. With NFC and QR code technology, attendees can use devices to access websites, visualize product features, or gather more information about people they meet.

3. Navigation Technology Advancements.

Combining AR with Bluetooth and Wi-Fi navigation systems enhances indoor and outdoor navigation support. This combination proves particularly beneficial at large events, trade shows, and venues, allowing attendees to move around seamlessly.

4. Gamification.

AR gamification in marketing has enabled individuals to interact with the metaverse. Within these virtual worlds, they can embody avatars and easily trade non-fungible tokens. This fusion creates immersive experiences that resonate with a broader audience.

5. Retail Store Improvements.

AR has become a crucial player as brick-and-mortar retail stores adapt to changing consumer demands. AR elevates the retail experience with features like smart mirrors and virtual try-ons.

Marketing Technology News: MarTech Interview with Peter Guagenti, President and Chief Marketing Officer at Tabnine

Benefits of Augmenting Event Marketing Strategies With AR

Integrating AR into event marketing offers many benefits, primarily enhanced audience engagement and retention. Here are some of the key advantages:

• Improved Analytics. 

Utilizing AR technology at events provides valuable data for sponsors and brands, such as participant data, preferences, and behavioral data. This helps brands better understand their audiences and tailor their marketing efforts accordingly.

• Enhanced Visualization.

Storytelling through AR enhances visualization, making complex concepts easier to comprehend. Whether it’s a product demonstration, training session, or educational content, AR provides a dynamic and visual learning experience.

• Immersive Experiences. 

Wearables are revolutionizing experiences by incorporating haptics, audio, and touchless interfaces. These technologies can seamlessly integrate with AR, creating even more captivating experiences.

Take Lexus, for example. The company partnered with ASV Experiential to employ spatial microphones to record the sound of its new LC500 sports car on an open racetrack. Through a mobile sound booth and a surround sound system, visitors could imagine the vehicle was moving around them. This innovative approach sparked excitement and interest in Lexus’ new car.

• Increased Attendee Engagement and ROI.

AR experiences are longer and more engaging. Because of that, attendees become more enthusiastic and spend more time engaging in the event. This increased engagement translates to a better return on investment for event planners and marketers.

Considerations for Event Planners and Marketers

So, how can event planners fully harness the potential of augmented reality in experiential marketing? To start on the right track, consider the following:

1. Set objectives.

Event planners should clearly define objectives and what they want to achieve with augmented reality experiential marketing. These goals can guide content creation and the overall event strategy.

2. Create content.

Create content that aligns with the set objectives. Content should be engaging, interactive, and relevant to the audience.

3. Do research to budget effectively.

Budgeting for AR events should be informed by thorough research on necessary equipment, talent, and content development. It’s essential to allocate resources effectively to ensure successful augmented reality experiential marketing.

4. Test.

Testing is crucial to ensure a glitch-free AR experience. Attendees should have a positive, seamless encounter with the technology. Thorough testing helps identify and address any potential issues before the event begins.

Challenges and Limitations of Augmented Reality Experiential Marketing

While AR brings many advantages to event marketing, it’s not without challenges. Event planners and marketers should be prepared to mitigate these challenges for successful implementation:

• Technology Requirements. The need for fast connectivity and suitable hardware can be a hurdle. Ensure attendees have access to the required devices and connectivity speeds for a seamless AR experience.
• Costs.Content development and hardware acquisition can be expensive. Budget appropriately and seek cost-effective solutions without compromising on quality.
• Physical Impact.Some attendees may experience motion sickness or eye strain when engaging with augmented reality at events. Provide alternatives or address these issues to make the experience more inclusive and less alarming.
• Societal Effects.AR and VR technologies can sometimes lead to feelings of loneliness and isolation. Consider how to mitigate these concerns and create experiences that foster social interaction, too.

Augmented reality is revolutionizing experiential marketing by infusing fun, engagement, and interactivity into events. We encourage event planners and marketers to explore the possibilities of AR to enhance attendee engagement and achieve their marketing objectives. For example, brainstorm augmented reality trade show ideas and consider using AR gamification in marketing tactics.

AR is set to play an even more significant role in shaping the future of experiential marketing. Event planners and marketers should take advantage of this opportunity to engage audiences in a new way by using AR at their next events.

Marketing Technology News: How Can Businesses Capitalize on Meta’s Ad-Free Social Media Approach?