In the digital era, virtual events are revolutionising experiential marketing. As technology advances, brands are harnessing virtual platforms to create immersive digital experiences that rival the engagement and interactivity of physical events. These virtual gatherings offer unique opportunities for real-time interaction, personalised content, and global reach, making them an invaluable tool in today's marketing landscape.
Everything Experiential spoke to industry experts to find out about the way virtual events are replicating physical events in turning them into interactive digital experiences, as well as their influence on brand loyalty.
Replicating physical events
With the pandemic ushering in the concept of virtual events in a large way, the industry is seeing the comeback of physical events in a large way. But virtual events haven’t lost their charm as yet.
When it comes to replicating the engagement and interactivity of physical events, immersive digital experiences are a relatively new frontier, and there is no definitive playbook for success, understands Vinkoo Chakraborty, President, Rapport Chrome, the OOH arm of IPG Mediabrands India. “As we continue to learn and fine-tune our approaches, the key lies in understanding our audience and category and building on those insights. Depending on the event's objective—be it a product launch, lead generation, dealer meet, or something else—an immersive layer of technology and social experience can be tailored to fit the need.”
Emphasising the plans of Rapport Chrome for the Indian subcontinent, she adds, “In India, we are innovatively using technology and social integrations. While a combination of advanced technology integrations (AR/VR, interactivity, gaming), compelling storytelling, diverse media formats, social integration tools and personalization is becoming the norm, there is still significant headroom for technology & media experiences to evolve & for us to push for higher evolution.”
Vidya Alva, COO, Percept Ice explains that to create an immersive digital experience, it’s vital to engage with the audience at a sensory and emotional level. “A relevant, captivating theme, supported by a persuasive narrative that audiences can relate to, which seamlessly integrates into every aspect of the event, from the décor to the activities. The key lies in getting the brand to engage with its audience at an emotional level so that the experience sticks and stays with the TG to create a long-term impact.”
Technology is pivotal and must be smartly used to blur the lines between reality and illusory, creating moments of wonder, surprise and awe. “As experiential marketers we need to deploy technology like Augmented Reality (AR), Virtual Reality (VR), AI and interactive installations to augment and enrich the entire immersive experience, so that it feels as real as the live experience,” she continues.
Alva cites the instance that during Covid, in early 2020, Percept Ice launched ‘DigitIce’, which focused on offering digital, virtual and hybrid experiential marketing solutions. “We created a 360-degree + 3D interactive platform for Hamleys called the ‘Hamleys Christmas Village’ online. The experience was created in a way that all age groups from 4 years upwards could engage with the brand in the form of games, engagements, new product displays and a gateway linked to the brand's online store for customers to make purchases.”
She further says, “We curated virtual kids events through the 10 days of the holiday season, wherein live hosts would create engaging events, competitions etc with kids, all on the same platform.” Each day saw over 300 to 600 kids coming in for the live events and over 3,000 engagements on the platform. This platform was built for Hamleys during Christmas 2020, thus bringing the core customers (kids and parents) close to the brand when social distancing was the only normal.
Influencing brand loyalty & consumer trust
Brands and agencies are utilising innovative strategies to personalise experiences in virtual events, and also influence brand loyalty and consumer trust.
While there is no one-size-fits-all approach for this, the entire experience - from event announcement to post-event - can be crafted with great precision to create memorable experiences. “By leveraging data-driven personalisation, interactive formats, immersive technologies, and authentic engagement, brands can create highly personalised virtual event experiences that foster brand loyalty, consumer trust and talkability. These strategies not only enhance the attendee experience but also build long-lasting relationships with the audience, driving brand loyalty and trust in a fast-moving digital age,” brings out Chakraborty.
Creating unique experiences that capture, engage and immerse to garner customer attention will become the key differentiator in 2024-25.
According to Alva, physical immersion involving attention to detail when re-creating the physical environment will set the tone for an almost real-life interaction - from an enchanting forest to Christmas in the North Pole, to adventures in a faraway galaxy.
Emotional immersion which depicts the smart use of engaging storytelling, powerful music and intended atmosphere can leave a lasting impact and positive word-of-mouth PR. “A well-thought-out narrative can bring out strong emotions and responses, varying from euphoria to nostalgia,” she says.
Intellectual immersion would also find significance. Alva elaborates, “Events must create opportunities for intellectual exploration, debate and discovery that encourage guests to think analytically and participate deeply in the subject matter.”
Organisers must create a sense of community among the digital visitors by offering opportunities for social interaction, bonhomie and collaboration via networking sessions, group activities and shared experiences that will help build meaningful connections, thus allowing social immersion, she goes on.
Gamification is growing by leaps and bounds. It taps into the competitive spirit of the attendees, making learning and interaction fun. Introducing elements of play, such as challenges, leaderboards, badges and bespoke games can motivate attendees to participate actively. It’s not just about winning; it’s about the experience, impact, bonhomie and the journey, Alva explains.
Real-time feedback allows event professionals to make on-the-spot customisations. She understands that in the digital era, feedback is instantaneous, and acting on it can significantly enhance and improve the attendee experience, as well as increase brand respect, trust and loyalty.
AI, data and interactivity are playing key roles in virtual events. “One key aspect which is gaining traction is to use a combination of AI and Data – this allows brands to personalise experiences to each individual instead of having a one size fits all experience and another key aspect that brings out fulfilling engagements is appropriate interactively with brand assets,” says Alva.
In a nutshell, from webinars and virtual trade shows to online product launches and interactive workshops, virtual events enable brands to connect with audiences in innovative ways, fostering deeper connections and enhancing brand loyalty. This shift is redefining how companies engage with their audiences, blending convenience with creativity.
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