The rise of the “experience economy” and resulting increase in experiential marketing and advertising budgets, combined with advancements in sensor and mobile technologies, have lead to an explosion of technology-based onsite customer engagement and public space installations in recent years. While engaging customers in a meaningful way is a great opportunity for a brand to make an impact, creating these experiences is often more complex than clients anticipate. And the process, in a lot of cases, does not mesh well with existing agency/brand workflows and structures.
In this presentation Demi looks at some of the obstacles he’s encountered while working on such projects, specifically projects that had to be in market for an extended amount of time and why simplicity is often the key to success. He’ll also discuss the impact that (incorrect) assumptions can have when not managed appropriately from the start, as well as the challenges faced by small companies or freelancers with limited resources or who rely on outside contractors for crucial parts of the production. Demi dissects a few projects, including the pitfalls of installing 3km of EL wire and making it interactive, creating a spinning fiberglass globe that triggers digital signage that had to survive at an airport for a year, measuring the performance of NHL and NBA pros and comparing their stats to users at a season long installation at a sports arena, and a video based augmented reality installation for a TV network that has been touring the US for over a year now.
Highlight the challenges associated with creating interactive public space installations that are in market for longer than a day or two. The impact of basing crucial business decisions on assumptions, and how to manage and mitigate that risk proactively.
Anyone who is interested in creating interactive installations.
Five things audience members will learn
- The importance of proactively managing assumptions early in the process.
- How small miscalculations can have a severe impact.
- That proven technologies are sometimes better than emerging technologies, while having the same impact.
- The importance of a plan b.
- The importance of a plan c.