The Art & Science of Selecting and Using the Right Technology


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A presentation given at the Event Marketer Summit 2011 in Chicago

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  • Phygital is about engaging with the consumer in their natural habitat, which includes both the digital worldand the physical worldMomentum has been reciting that mantra for a long time and the rise of mobile has brought a lot of focus on that approachMy role is essentially that of a TechnologistThe technologist helps bridge the gap been creative solutions and technical solutions, most good solutions address bot
  • Event Types Marketing Tours that go on for a long time and travel great distances Launch parties that only run once in a very temporary location Fairgrounds, Conference Centers, Campuses, Bars, Inside, OutsideCramped and Empty are equally bad extremesOutdoors can present some challenges for projectors and displays in generalNoise can be an overlooked factor We had some trouble when trying to record video testimonials at a tour that set up largely at racing events Solved it with an audio engineer that worked with us to find the right microphoneMood is different between conferences, fairs, sporting events, activation events Levels of drunkenness
  • Technology is part of the message Tech Companies vs Funeral Home Make sure high-tech is appropriate and helpful It’s worth thinking about how high-tech something should be before you start into specifics Whatever technology you use you can either hide it or highlight it base on what’s neededSpend your audience’s time wisely They have other things to do Get to the point and capitalize on the attention you ARE able to garner Follow up
  • At an event you’re speaking to a mixed audience as far as tech comfort goes. Typically it will slant high or lowLow Tech May not want to play a complicated game in front of everybody Still attracted, and may watch others engage Can they learn everything from watching, is there a brochure or a link to play at home?Medium Tech Usually your core audience, will engage and be impressed with reasonable effort Don’t make them frustrated or you will suffer their wrathHigh Tech They may see through the smoke and mirrors, make sure the content is still honest and relevant They may respect you for executing well and using relevent technology to illustrate the point
  • It’s not like a website where your audience is always at the same distance.You’re speaking to a crowd through different levels of communicationStand far away and squint, if you see your monitors/projectors/lights you’re in good shapeStand nearby and count backwards in your head, if you lose track easily, you’re in good shapeIf you’re spending a lot of time “testing” the interactions you’re in good shape
  • Your Technology Objectives are connected to your Communication but overlap differentlyYour goal when using technology is to facilitate communication in different areasAttract = Establish Awareness + Creating InterestInfluence = Create Interest + Maximize EngagementDelight = Maximize Enjoyment across the board
  • Big Digital 3D Projection Mapping Video Screens, Projectors, Music Interactive Play and Animation LED Lights & LasersMechanical Often overlooked Actual physical elements that move Simulators, robots, carsStructural Big structures stand out without doing anything else tents, walls, models, props Social People are attracted to crowds People talk and tweet
  • Convey to your audience that your points are valid and they should believe themDecorative: create a scene using projectors, sound, video backdropsInformative: Provide statistics, key selling points, etc in visual formReactive: Reacting to motion or touch without specific purpose other than creating ambiance / delightInteractive: Engage the user to affect their experience, can lead to a deeper engagement and higher level of influenceGame Play: Gamification -> Not just hype, getting excited and enjoying yourself leads to a subconscious change in attitudeWeave your message into something interactive and fun, makes the subject forget and lower their guard(Inception: lets you plant ideas that the user believes to be his own)
  • Attracting and Influencing should be a Delightful experienceThink of watching somebody play dance dance revolution, taking a sobriety test, party gamesIt can be as simple as providing a charging station -> how many are running low on battery? Think about it later today!Lastly, if you do all these things well and you get people excited. How can you make it easier for them to share it with other people?It’s not like you’re selling tickets
  • Go the extra mile to make it worth talking aboutWherever possibly enable sharingSupport the discussion online where people are having their conversations
  • Capacitive and Optical/Infrared are modern and generally offer the best performanceBe wary of using resistive/dispersive or SAW touchscreens without understanding the reasons and the drawbacks
  • Can be simpleCan be multiple projectors weaved into oneCan be 360 projectionsCan be tricky for traveling events, require frequent calibrations if disturbedOutdoors always want to make sure you have an outdoor projector
  • This is as technical as I’m going to get today. This is a presentation and a half in itself but I thought it would be worth mentioningIf you’re looking to achieve an experience on multiple devices you have some choices to makeFlash is closest to the “write once deploy anywhere” dreamEach approach has its advantages and disadvantages
  • Far Away: Attract with Structural Elements
  • Drawing Near: Attract and Influence with Animated Signage and Interactive KioskDelight: Polished Animation and High Tech Novelty in full globe 3D projection
  • Close Up: Continue to Influence with a dramatic curved wall projection in a movie theaterDelight: Quality structural elements and immersive surround feeling because of the curvature of the screen
  • Close Up - Influence: Pressing a button to watch a video Using a hand scanner to look up product info Actual mechanical seed chipper that was borrowed from the client’s lab to show how they evalate seed propertiesDelight: Unique interactions and strong attention to visual details across the board
  • Far Away - Attract with:Structural Elements Actual props (weapons, armor, etc)Audio - MC and music pumping out of high powered speakers (very competitive environment, fair ground or sporting events) Helicopter simulators (mechanical)
  • Close-Up Influence: Two types of interactive kiosks Information style with videos and interactive content (Informative) Another with video recording booth (interactive/expressive/social) Boot camp competition (social) Ride on the Helicopter Simulators (game play)Delight: Immersive content, high degree of polish Express yourself Physical competiton Mechanical Play
  • Far Away - Attraction: Unconventional Attractors with a costumed character (he was used for a couple of specialty events)Delight: Fun and friendly, very interactive
  • Drawing Near - Attraction:Mechanical and StructuralDrawing Near - Influence: Watch Game PlayClose Up – Influence: Play game and get educational feedbackClose Up – Influence: Actual product embedded into experience (Smart Meter)Delight: Quality Graphics, Smooth Animated Visuals and Interactive Game Play
  • Close-Up Influence: Interactive Information Content Video Playback Sign-up to get an email reminder with link to more infoDelight: Quality Graphics and self-driven discovery, 3 languages (California being ethnically diverse)
  • Close-Up Influence: Explore a quiz with a hosted experience on a tablet Consideration to also add a sign-up element to get more infoDelight: Interactive play with minimal technical intimidation Personal interaction
  • Mechanical Mostly and not very Delightful at all but very effective and garnered a lot of attentionVery Simple and breaks all the rules… or does it
  • The Art & Science of Selecting and Using the Right Technology

    1. 1. The Art & Science of Selecting and Using the Right Technology<br />EventTechChoice<br />#EvTeCh<br />
    2. 2. ArniMaack<br />Technology Director, Momentum<br />@imaack<br />
    3. 3. Momentum World Wide<br />Momentum is a Phygital Agency!<br />@momentumwwide |<br />
    4. 4. Two Brand New Words<br />Phygital= Physical + Digital<br />Technologist = Creative + Technology<br />
    5. 5. Challenges<br />Many Types and Locations<br />Space is Usually at a Premium<br />Noise and Light are unpredictable<br />Mood is an important consideration<br />Competing Interests<br />
    6. 6. Technology Sends Message<br />Simple Communication<br />Easy and Fun<br />Get in - Get out - Get back in touch<br />General Guidelines<br />
    7. 7. Mixed Audience<br />Low Tech: May be intimidated by technology<br />Medium Tech: Want to interact<br />High Tech: Hard to impress<br />
    8. 8. Communication Objectives<br />Far Away: Become Aware<br />Drawing Near: Become Interested<br />Close Up: Become Engaged<br />
    9. 9. Communication Objectives<br />
    10. 10. Technology Objectives<br />Attract (Away, Near)<br />Influence (Near, Close)<br />Delight (Away, Near, Close)<br />
    11. 11. Attract<br />
    12. 12. Influence<br />
    13. 13. Comm. + Tech. Objectives<br />
    14. 14. Attract<br />Digital<br />Mechanical<br />Structural<br />Social<br />
    15. 15. Influence<br />Decorative<br />Informative<br />Reactive<br />Interactive<br />Game Play<br />
    16. 16. Delight<br />Compelling Atmosphere<br />Quality Visuals<br />Immersive Interactions<br />Fun to Watch Others<br />Provide a Service<br />
    17. 17. Bonus Points: Live Beyond<br />Give them something to talk about<br /><ul><li>Make it worthwhile and easy to share</li></ul>Encourage photo/video sharing<br />Word of mouth<br />Support the Physical Experience Online<br />
    18. 18. Touch Screens<br />Capacitive: iPhone and other smartphones<br />Optical/Infrared: Works outdoors, registers any object, doesn’t require actual touch<br />Resistive: typically uses stylus, slower<br />Dispersive: Doesn’t recognize after initial touch<br />Surface Acoustic Wave (SAW): Doesn’t work well outside<br />
    19. 19. Tablets<br />More personal/friendly than touchscreens<br />Hardware is very cost-effective<br />Small size means they’re not great attractors<br />Tablets are expensive to develop for<br />
    20. 20. Projectors<br />DLP/LCD are both good<br />Combine Projector and Infrared Sensor for touch screen like behaviors<br />If outdoors, make sure to get an outdoor projector that’s bright enough<br />Be aware that overlapping projectors may need to be calibrated after every set-up<br />
    21. 21. Touch-Screens vs Tablets<br />Touch Screens:<br />Software Inexpensive<br />$13k fixed cost<br />Hardware Expensive<br />$5000/unit<br />1 unit = 18k<br />4 units = $33k<br />Tablets:<br />Software Expensive<br />$26k fixed cost<br />Hardware Inexpensive<br />$500/unit<br />1 unit = 26.5k<br />4 units = 28k<br />
    22. 22. Development Options<br />
    23. 23. Case Studies<br />
    24. 24. Monsanto America’s Farmers: Attract<br />
    25. 25. Monsanto America’s Farmers: Influence/Attract<br />
    26. 26. Monsanto America’s Farmers: Influence<br />
    27. 27. Monsanto America’s Farmers: Influence<br />
    28. 28. Army Strength in Action: Attract<br />
    29. 29. Army Strength in Action: Influence<br />
    30. 30. PG&E See Your Power: Attract<br />
    31. 31. PG&E See Your Power: Attract / Influence<br />
    32. 32. PG&E See Your Power: Attract / Influence<br />
    33. 33. PG&E See Your Power: Influence<br />
    34. 34. Ultimate Justice: Attract & Influence<br />
    35. 35. Questions<br />
    36. 36. Thank You<br />#EvTeCh<br />@imaack<br /><br />