Technology is undeniably present in our everyday lives. Every week, new ideas are developed with the intention of either helping us or surprising us in unimaginable ways. This is currently what is happening with augmented reality (AR). Many of you will simply associate augmented reality with ‘Pokemon Go’, the groundbreaking game of the past couple of years. Pokemon Go certainly is a great example of AR, but you’d be wrong to think augmented reality only manifests itself in gaming and apps. It’s being successfully introduced into a number of areas of our life, particularly in the sector that we at Es.cultura Eventos specialize in: events and incentives. Let’s explore some cases of augmented reality in events, making sure to clarify the difference between augmented reality and virtual reality, and list some of the benefits of augmented reality for events.
Augmented Reality vs Virtual Reality
Many people still confuse the two concepts. Augmented reality (AR) and virtual reality (VR) share many similarities but they are fundamentally different from one another. Augmented reality, as its name indicates, is all about introducing virtual elements into our world by superimposing computer-generated information to a user’s view of the real world. In this sense, AR is “augmenting” our reality. ‘Pokemon Go’ is an easy example of this augmented reality: the games mixes our surroundings in real time with the famous computer-generated ‘pokemon’ characters. It is a combination of the physical world with a virtual world. The difference between augmented reality and virtual reality is that virtual reality doesn’t combine any elements of our real world. With VR, we are 100% confined to the virtual world with its virtual boundaries.
“It is important to understand the difference to fully grasp the possibilities that each technology presents. Augmented Reality lets us see “real” reality through our camera lens and adds layers of virtual information to it (…) Virtual Reality substitutes the real world entirely for virtual, where we don’t see any of our real surroundings” (Roger Pastor, co-founder of the Spanish company Pangea Reality)
Examples of Augmented Reality in Events
As we mentioned earlier in this post, augmented reality has already been introduced to our daily lives, and has gradually also made its way into the world of events. Nowadays, events are becoming more and more innovative and introducing a number of features to bewilder their delegates: augmented reality is one of them. The aim of using such innovative technology may vary from one organizer to another – it may be to delight, to get clients’ attention, to sell, to gain visibility, etc. What is certain is that, when properly used, AR will surprise even the most sceptical among us.
Many of you won’t know this, but augmented reality played a big role in the Rio 2016 Olympic Games. For all those who couldn’t assist in person, the OBS (a branch of the Olympic Committee in charge of broadcasting) gave the opportunity to watch the games in augmented reality. Broadcasters interested in implementing the feature were allowed to buy the broadcast rights and users could watch the show using virtual glasses.
Another example of wide adoption of augmented reality in events is the case of automotive events, particularly during product presentations. In such presentations, it is vital to capture the customer’s attention. Augmented reality is a proven method to surprise bystanders, and keeps generating a stronger positive economic impact each year. The Toyota Explore Augmented Reality app is a great example of how a leading car brand can use augmented reality to capture people’s attention.
Still don’t see the benefits of augmented reality in events? The chart on the left lists some of its uses and benefits. Yet it doesn’t all look like blue skies and clear sailing with augmented reality for events. Many event planners are wary of this gradual invasion of AR technology. It’s easy to imagine that augmented reality may end a number of traditional marketing and advertising methods. After all, we’re talking of a technology that is capable of mixing both real world and virtual information seamlessly. Augmented reality and virtual reality are undeniably entertaining, and clients may tire of old methods very quickly in search of new and delighting technologies and features. It is vital to embrace new methods in order to stay ahead of the competition.
Augmented reality and virtual reality: the future of marketing?
It is clear that both new “realities” have changed the way in which business can be conducted at events, bringing a positive impact to client interaction, sales, and marketing. It’s incredible what can be achieved through mobile apps and virtual glasses or headsets.
It’s necessary to adapt to these new methods in order to move forward. Sticking to traditional methods is not an option in a digital world. There are many benefits to using new technologies such as augmented reality in events – and we certainly won’t ramble on any more about them. With Es.cultura Events, we started to embrace them a long time ago to make a difference in the events that we plan. Read our earlier post on the benefits of technology and apps at events. We’ve spent a lot of time finding the perfect use for technology to make our events as entertaining and productive as possible. After all, who said technology couldn’t be fun?
Contact us to plan your event in Spain or if you wish to have more information on the events that we organise.
