New technology is constantly changing the landscape of live events and to follow on with what seems to have become a bit of a theme in these articles ie: technology and technological ‘gimmicks’ to attract visitors at trade shows, here’s another feature which can produce a serious “WOW” factor … and we predict we will be seeing a lot more of within the live event and experiential advertising platforms over the next couple of years; Holograms.
“Hologram”: a three-dimensional image formed by the interference of light beams from a laser or other coherent light source.
For Sydney siders, probably the most visible and obvious use of ‘Projection Mapping’ that we would all have seen, would be the lighting and visual effects thrown onto prominent buildings around the city during the Vivid festival in May/June each year.
In short – ‘Projection Mapping’ is a technique using specific software and other projection technologies to warp and blend images so they fit perfectly on irregularly-shaped “screens” – which can be anything from buildings & interior spaces to objects or even natural landscapes. The technique uses everyday video projectors which map light onto a chosen surface, turning common objects of any three dimensional shape into interactive displays.
The projected image is mapped in such a way that it interacts with the geometry of the projection surface and space – you don’t need to make physical changes to the structure of the target object. The projected image will mask and change the look and visual shape of what you are actually projecting onto.
The result is that practically any surface can be changed through dynamic visuals, throwing the onlooker into a ‘virtual’ world using the illusion of colour and light. Continue Reading
So firstly – what is a Beacon? Answer: A small object attached to a wall – or similar – which uses Bluetooth technology to transmit information to compatible smart devices within a certain vicinity.
…and how can this technology benefit the trade show?
Marketing strategies for trade shows are becoming more and more comprehensive, and innovative exhibitors are embracing new technology to seduce, engage & monitor their visitors. Exhibition organisers particularly are finding great success with Beacon technology, allowing them to geo-locate attendees and track their movements. No guess work needed – real time data can now show exactly where the hot-spots are at any given time and where most pedestrian traffic is flowing throughout the exhibition venue. The more tech savvy organisers are also using it as a directional device guiding attendees to restrooms, food areas, presentations and demonstrations.Continue Reading