Remember when Coldplay’s ‘Music of the Spheres World’ Tour which took place in Singapore earlier this year, captivated the hearts of one and all with the illuminated wristbands provided to attendees of the musical event? It was an enlivening experience of sorts not just for the attendees wearing it on their wrists while grooving to Coldplay’s musical hits at the event, but also a visual treat for viewers of the event across various mediums.
The illuminated wristbands distributed to attendees of the Coldplay concert are called XyloBands, which are light-emitting diode (LED) wristbands that can be controlled remotely. Delving deeper, Coldplay pioneered the use of XyloBands, which were first used on a large scale during their 2012 Mylo Xyloto Tour.
In 2016, too, Tomorrowworld Music Festival amplified the musical experience through the implementation of wearable tech wristbands or what we know as RFID (Radio Frequency Identification) wristbands – these prompted a digital revolution which others have been following for a while by doing away with concert tickets - these wearable tickets contain attendees’ information, preventing attendees from losing their tickets and facilitating a cashless environment.
Globally, events like SXSW (South by Southwest) in 2004 adopted RFID technology for streamlined access and crowd management. Similarly, the Olympic Games have used wearables for athlete tracking and audience engagement. In India, wearable tech found its application in Mumbai’s Auto Expo as early as 2003, where RFID-enabled passes allowed attendees to interact with product demos and access exclusive areas. These early applications have paved the way for the widespread use of wearables in enhancing event experiences.
In line with this, unmistakably wearable technology has moved beyond the realms of smartwatches and is transforming interactive event experiences by enhancing attendee engagement and providing real-time insights for organisers. Devices like smart badges, RFID wristbands, and biometric sensors are widely used to facilitate seamless interactions, collect data, and personalise experiences. These technologies create a more immersive, efficient, and connected event environment.
Everything Experiential spoke to industry experts to delve deeper into this international trend which is catching up in various ways and is touted to create waves in the Indian event experiential scene.
Understanding wearable tech better for events
Smart badges and RFID wristbands have been popular in large-scale events. Attendees can use them for contactless check-ins, networking, and cashless payments, streamlining the event process.
Citing use cases, Niraj Ruparel, Creative Technology Lead, WPP & GroupM India, who is also a tech geek and uses myriad sci-fi wearable devices such as the Apple Vision Pro to achieve his fitness goals, mentions that RFID wristbands can be used to offer personalised greetings, VIP access, or tailored content based on individual preferences.
“It can also be used largely for gamification and reward, wherein attendees could earn points or rewards for specific actions, such as visiting booths or engaging with sponsors. Additionally, while harnessing it for real-time insights, organisers can gather data on attendee movement, preferences, and interactions, providing valuable insights for improving future events,” he adds.
As a consumer himself, Ashwin Sharma, Senior Talent Manager, Dharma Cornerstone Agency (DCA), personally loves the idea of having merchandise or a takeaway from an event that he has attended. “It could be anything, from T-shirts to badges or stickers etc, to these days branded wristbands as well.”
According to him, too, the Indian events industry is growing exponentially every year and the experiential scene is poised for significant transformation with wearable tech-led innovations, driven by:
1. Immersive experiences: Wearable tech will enable more engaging, interactive, and personalised experiences.
2. Data-driven events: Wearable tech will provide valuable insights into attendee behaviour, preferences, and engagement.
3. Enhanced sponsorships: Brands will leverage wearable tech for targeted advertising and sponsorships.
4. Increased accessibility: Wearable tech will enable participation from remote locations, expanding event reach.
Ruparel, like many others most likely, understands that popular large-scale events like IPL, Sunburn, and Comic-Con can benefit significantly from integrating wearable tech to enhance attendee engagement in more ways than one.
Sharma also notes that India's music festivals, like NH7, Sunburn, and Lollapalooza, are going cashless with RFID technology. Prepaid wristbands and cards offer seamless transactions for food, beverages, and merchandise.
“As Bahrain Jazz Fest's manager, I've seen this model's success and am thrilled to see its adoption in India, elevating the festival experience. Even bigger college fests like Mood Indigo in Mumbai used the illuminated tech bands for the audience at one of their events last year, but sustaining it and using it year after year is a task which needs to be seen,” he expresses.
What’s in it for brands?
Indian wearable brands like boAt, Noise, Fire-Boltt, and Titan are growing rapidly in a competitive, price-sensitive market. Ruparel realises that these brands might see collaborations with event organisers as an opportunity to showcase their products and reach a wider audience.
With regard to the type of investments that one can expect, he adds that keeping collaborations with event agencies in mind, mid-range and premium brands are likely to invest in partnerships where they see a return in terms of visibility, data collection, or product integration (e.g., attendees using branded wearables during the event).
“Also, viewing it as a mutual value exchange, brands could offer discounted or branded wearables to attendees, embedding their products into the event experience. This would lower the upfront cost for the brand and increase consumer interaction with their products,” he outlines.
Sharma indicates that by focusing on value-added experiences, affordable pricing, and strategic marketing, Indian brands can effectively attract price-conscious consumers and drive the growth of wearable tech-led event experiences.
According to him, determining the exact amount Indian wearable brands would spend on collaborating with event and experiential agencies is challenging, as it depends on various factors such as brand size and budget, event scope and complexity, marketing strategy and objectives and industry benchmarks and standards.
Sharma is hopeful, “With more advancements, the overall costs for this kind of experiential tech for live events will become cheaper to implement on a bigger scale and more brands will take it up as a marketing/ sponsorship angle for better positioning to the GenZ audience.”
Is India a consumer-ready wearable tech market for event experiences, or not?
Ruparel states that while Indian consumers are known for being price-conscious, they are also drawn to unique, premium experiences—especially when they perceive added value.
He explains, that to attract them, brands could adopt strategies like
Wearable tech could become a status symbol for tech-savvy urban millennials and professionals attending concerts, festivals, and tech events, driving demand for these experiences, Ruparel says.
Regarding Indian consumer readiness, Sharma comprehends that there is a growing affinity for tech - Indians are increasingly embracing wearable tech. He goes on, “A lot of the urban Indians prioritise experiences. Several Indians are willing to pay for unique experiences and the idea of keeping merch or a piece of the event as a memory perpetually – such is the main thing for most consumers in general.”
Summing up, wearable tech will evidently transform event experiences in India. Success will depend on creating the right value proposition for consumers and forging strategic collaborations with wearable brands willing to invest in immersive experiences.
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