Spatial immersive virtual reality to transform branded events

AI, VR, becoming a mandatory part of the experience

Virtual reality (VR) is becoming a game changer in the events industry, pre and post event, and one leading events management company is quickly getting onboard.

Brand experience agency, The Company We Keep (TCWK), introduced spatial immersive virtual reality to production planning for the events industry – a tool predicted to become an industry standard.  

TCWK founder, Nigel Ruffell, said the application of virtual reality technology to event planning is relatively new and is a total game changer for the events industry.

“By seeing ideas in a virtual space and to scale, there’s opportunity for richer, creative problem-solving and the luxury of more time to trouble shoot if necessary,” he told CMO. “It really feels like we’re rewriting the event’s planning rule-book, which is pretty exciting. There’s a real shift happening as the use of AI, VR, and MR are becoming a mandatory part of the experience, not just a bolt-on.”

While VR is widely used in the consumer space and has a broad application across brand activation, it has the capacity to transform the events industry as well. TCWK recently used VR for the Salesforce World Tour in Sydney. This allowed organisers to immerse themselves in the virtual venue to see how things would look to scale, enabling changes to be made before construction. The 185m projection wall Salesforce used on the day was also an Australian-first.

“We used VR for Salesforce to visualise the journey before we went on site. We were able to walk through what people were going to experience at the event, before it was built,” Ruffell explained. “This was traditionally done via renders, so clients would go through pages and pages of renders trying to visualise what the final event might look like.

“I figured there had to be a better way. So we talked to 7DX, which has this software available that enables us to create our own VR from assets we would already be producing. This saves time and money by preventing a lot of changes."

During the Salesforce VR tour, teams could view engaged in places they wanted more signage, see how big the booths were going to be, stand on the stage, and generally get an idea of the whole event before it was built.

“While immersed in the event space through the VR technology, brands can see what works and what doesn’t, how signage, screens, decorations, and props look and feel to an audience," Ruffell said.

“The biggest problem in event planning is making changes once construction has begun as it is costly, but this technology helps predict those changes. The application of VR to pre-event staging will facilitate the delivery of a high level of complexity and the execution of creative vision, that otherwise would not have been possible."

Related: Getting your brand ready for augmented reality

10 examples of virtual reality marketing in action

TCWK also used the technology for Telstra this year to demo to customers how processes have changed.

"VR is facilitating the gamification of products, and is a fun way of engaging with the brand. We foresee its usage quite heavily in events space going forward,” Ruffell said. 

Among the product improvements TCWK is planning are animation and video content in its VR walk-throughs, so participants can see the live experience.

But while it's definitely added value, Ruffell warned VR is not right for everything. "We don’t bolt it on for the sake of it; it’s just another tool we can include to amplify events, not just in the planning, but also to put people in the experience via VR if they can’t attend an event physically,” he added. 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together in Melbourne t...

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in