Event Marketer Spring 2022 - 26

TRENDS
Wright's team learned during the first iteration
of ComplexLand. With a short timeframe
to work with, Complex created a
single-player experience-and discovered
that the platform's chatroom feature was
blowing up, meaning attendees were craving
interaction. The multi-player setup the
brand implemented for the second iteration
was a big improvement, allowing for a
major uptick in engagement, says Wright.
" We needed to make sure that people
could come in, interact and engage with
each other, and avatars could talk and kind
of hang out, " he says. " If you were in the
experience, a brand would say, 'At 11:00,
we're dropping this at our booth,' and you
would see avatars congregate around the
booth like you would at ComplexCon or at
a pop-up. So you really had this emulation
of what happens at the physical event. It
was really cool, and that connectivity was
the biggest learning. "
Experts agree that many of the tools
legitimate
business
value when
and platforms that are developing could
have
applied strategically. Look no further than
JP Morgan for a confidence boost. The
brand recently became the first bank to
launch a presence in the metaverse, and
announced its prediction that the digital
concept poses a market opportunity of $1
trillion-annually.
See you in Decentraland.
-Kait Shea
BEAM ME UP
Three ways to leverage hologram technology
Life-like holograms have been cropping up in events and experiences as holographic technology advances and brands seek fresh ways to entice
attendees. The purpose and implementation of the tech varies by company, so we rounded up three strategies for getting your hologram on.
SPRITE
In partnership with the Atlanta Hawks and rapper Latto, Sprite created
an " immersive video experience " using volumetric scanning, which
essentially creates digital human clones. The resulting Latto hologram
performance was showcased at a Hawks home game, followed
by a surprise appearance by the performer in the flesh. To engage
consumers at home, Sprite offered access to Latto's virtual
performance via augmented reality. Fans could scan Sprite
products around the Atlanta metro area to transport the
rapper right to their homes, or wherever they happened to be.
VOX
Vox Media's inaugural Pivot MIA, a media and fintech
conference inspired by its podcast, was a futuristic event held
this February in Miami. Among its highlights were hologram
experiences. This included a welcome from the holographic
forms of the Pivot podcast hosts, tech journalist Kara
Swisher and New York University professor Scott Galloway,
who hosted most of the conference IRL. But attendees could
also get in on the action through 4K, life-sized holographic
displays, with which they could record and stream their own
holograms via technology from PORTL.
MAISIE WILEN
In an industry first this winter, emerging designer Maisie Schloss turned her New York Fashion Week presence into a full-fledged hologram
show for attendees in person in partnership with Yahoo, as well as at home via QR code. Schloss presented her label's latest collection on sevenfoot-tall
holographic models projected onto the venue's walls in an effort to blur the lines between reality and fantasy, according to CNN. The,
models, who were dressed in attire inspired by Mattel's " Monster High " doll franchise, repeated certain movements, like rotating, swayed their
hips, pointing at attendees and sometimes released animations, like lightning or bubbles. -K.S.
26 EVENT MARKETER SPRING 2022
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Table of Contents for the Digital Edition of Event Marketer Spring 2022