#CSFX2014 | #XMARKETING Mark STEWART Managing Director CREATIVE EXPERIENTIAL TECHNOLOGIES: building the future of events
Oct 18, 2014
#CSFX2014 | #XMARKETING
Mark STEWART Managing Director
CREATIVE EXPERIENTIAL TECHNOLOGIES: !
building the future of events
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TWEET YOUR QUESTIONS
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ABOUT MEBOTH OF THEM #CSFX2014 | #XMARKETING
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the logical APPROACH
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TRIED AND TRUE THERE’S NOTHING WRONG WITH THAT
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the MAKER APPROACH AKA: MAKEITING
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ReDD’S APPLE LAUNCHER
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ReDD’S APPLE LAUNCHER• INTERNET OF THINGS
• MICROCONTROLLERS/ARDUINO
• SOCIAL VENDING
• 3D PRINTING
• RFID/NFC/BLE
• ROBOTICS
• SMART INSTALLATIONS
• INTELLIGENT RECOGNITION
• INTERACTIVE GAMES
• CUSTOM APPLICATIONS
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BUILD SOMETHING NEW SURPRISE AND DELIGHT
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INVOLVE YOUR FANS OWN YOUR OWNED MEDIA
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make it connected EXTEND THE EXPERIENCE
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ReDD’S APPLE LAUNCHER
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ReDD’S APPLE LAUNCHERA NEW GAME : HAPPINESS ARCADE
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MAKING MAKES US HUMAN
THE MAKER MOVEMENT MANIFESTO
DO IT TOGETHER
PLAY, PARTICIPATE, SUPPORT
SHARE YOUR SUCCESS, GIVE BACK
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WHY MAKERS MATTER TO MARKETERS
INNOVATIONNew products. No limits.
PARTNERSHIPSRemember: DIT!
THESE GUYSBeen there. Done that.
passionNiche communities
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BUILD A BETTER PEOPLE-TRAP
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ReDD’S APPLE LAUNCHERON TARGET: REDD’S APPLE LAUNCHER
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HANDS ON TECH #1: 3D PRINTING
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3D PRINTED PRINT AD INTERACTIVE MEDIA
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ReDD’S APPLE LAUNCHERMORNING WIN: BELVITA TROPHYBOT
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Think in hours, not minutes…most of the time.IT TAKES A WHILE TO PRINT1 2
3 4People are curious by nature.IT’S A CONVERSATION STARTER
Nozzle clogs, misprints … it happens.THERE WILL BE TINKERING
It’s as easy as X, Y, Z.THINK BEYOND PLASTICS
3D PRINTING AT EVENTS - KEY CONSIDERATIONS
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Use owned and paid media to promote the use of printing, seek input, ask opinion, get designs, pre-register, etc.
build anticipation1
Offset capacity/volume with collectable or limited edition pieces.
make it collectable4
Allow users to get close to the tech, build around the printing, engage on site and explain.
create a destination2
Print items that can picked up later, send via mail - or a 3D print file.
GIVE A REASON TO RETURN5
Use social graph data, take photos, allow on-site design, scanning kiosks, have a competition.
make it personal3
3D PRINTING AT EVENTS - idea starters
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ReDD’S APPLE LAUNCHERSWEET: OREO TRENDING VENDING
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5 CREATIVE TECH TRENDS IN 5 MINUTES OR LESS
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BIOMETRICS
Brain Waves: Subway Eatovations
Facial Recognition: Selfie smile detecting mirror
Sochi 2014: Subway (the other kind) Squats
Fingerprint scanning: Disney
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Oculus Rift: A new perspective on Virtual Reality
MYO: Gesture armband
NIVEA: Trackable wristband
Event Staff: Tracking and geotagging of locations
WEARABLES
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ADVANCED DISPLAY TECHNOLOGY
Transparent LCDs: A new perspective on Virtual Reality
Interactive Projection Foils: Gesture armband
4K: Resolution revolution
IR Bezels: Everything is a touchscreen
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SOCIALLy reactive installations
Hashtag Happiness: Tweet to raise the Pride flag
Social Vending: Twitter Canada’s t-shirt machine
Twitter Balloon: Make your activation pop
On The Internet, Nobody Knows You’re A Dog: #Snackball
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Technology + Content
Sign of the Times: “Points” sign shows the way
A New Twist: Analog fun with new friends and a Coke
Perfect Pizza: Domino’s Steady Pizza
That Warm Feeling: Tech and emotion
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ReDD’S APPLE LAUNCHERTHIS MIGHT FLY: DRONES ON DEMAND
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HANDS ON TECH #2: BEACONS / proximity marketing
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ReDD’S APPLE LAUNCHERMORE THAN RETAIL: ANYWHERE
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Apps you own and apps developed by others. Fairly simple integration. Off app.
INTEGRATE WITH EXISTING APP1
Set up beacons around the event to send valuable information about the space/location as individuals walk through, providing an enhanced experience.
ENHANCE THE EXPERIENCE4
Let them know what to expect through proximity marketing
WELCOME TO EVENT2
Place a beacon in or near concessions/activations to deliver special offers and personalized messages
ADD VALUE5
Help guide visitors through space or exhibits with indoor-mapping capabilities, creating personalized tours based on visitors’ preferences
GUIDE THEM3
PROXIMITY MARKETING AT EVENTS - idea starters
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PROXIMITY MARKETING - EARLY ADOPTERS
MAJOR LEAGUE BASEBALL!!
In the US, Major League Baseball is installing beacons in stadiums to work in conjunction with their smartphone app called At The Ballpark. Visitors will be able to get directions to their seat, queue-bust – being directed to the shortest queues when buying a beer or a hot dog. It will also be used for discounts on merchandise and more
TRIDENT GUM!!Trident gum leveraged proximity notification technology to drive impulse purchases, sending a radius-based alert with a Trident offer via SMS and mobile app, redeemable via mobile device with a personalized barcode for Trident products
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HANDS ON TECH #3: MOBILE LOCATION ANALYTICS
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60% 96%45%
34%
CANADIANS WITH A SMARTPHONE
ANDROID OS
ACTIVE MOBILE Wi-FI USERS
APPLE IOS
Sources: J.D. Power and Associates, eMarketer, comScore Inc. 2013-2014
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WIFI ON MOBILE WHO’S TURNED ON?
Wi-FI OFF
Wi-FI ON
Wi-Fi OFF
Wi-FI ON
iOS Android
82% iOS: Wi-Fi Always On
Sources: Apple, Google Developer Resources 2014
94% Android: Wi-Fi Always On
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OH boy! A BLACK BOX! what it does
Configured to the event or activation area to monitor1
Connects via Ethernet, Wi-Fi or mobile network connection2
Always sending data to server, no data stored on device3
Reporting data can be analyzed and used many ways even for additional tracking
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FIELD TEST: TROJANONE OFFICE
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FIELD TEST: TROJANONE OFFICE
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FIELD TEST: THE KILLERS CONCERT
INSERT DATA
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FIELD TEST: THE KILLERS CONCERT
INSERT DATA
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FIELD TEST: THIS ROOM
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See how your space flows, traffic patterns, adjustEVENT SPACE OPTIMIZATION1 2
3 4Know what to expect at a location, pre-scout, historical, offer verifiable data to sponsors
GET REAL DATA
Track traffic from one event to another or to and from a partner location / storefront to event
MEASURE INFLUENCE
CRM tools, online purchases, receipts/ticketsCOMBINE WITH EXISTING DATA
MOBILE LOCATION ANALYTICS - OPPORTUNITIES
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ReDD’S APPLE LAUNCHER
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Suggest ideas, participate, ask what can be done beyond the ordinary … do it together.
WORK WITH YOUR PARTNERS1
There’s a reason “I’ve never seen that before” works. It because somebody tried to do it.
Don’T BE AFRAID TO TRY2
Even crazy ideas have goals to meet.SET METRICS FOR EVERYTHING3
FINAL THOUGHTS AKA: HOW DO I APPLY ANY OF THIS STUFF TO WHAT I DO?
Try it in your own life. Everyone is a maker.MAKE STUFF4
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ReDD’S APPLE LAUNCHEROne Last Thing: the first thing
#CSFX2014 | #XMARKETING@trojanone | @wondermakr
THANK-YOU