Interactive events are all the rage. But how do you stand out when everyone is putting on craft stations, scavenger hunts, and personalized swag?
Brands are creating interactive events because they work. But when interaction becomes the end game, your brand simply becomes another event souvenir that gets tossed in the “donate” box or a forgotten selfie that never sees the light of social media.
Creating interactive event experiences that feel authentic to your brand is the key to delivering experiences that stay with your audience. In this article, we’ll show you how to achieve authenticity and how doing so will make your event’s interactive experiences more successful.
Authenticity Makes Interactive Event Experiences Memorable
Data suggests that combining authenticity with interactive event experiences makes for a powerful marketing strategy. The New York Times reports that 90% of millennials rate brand authenticity a top concern when making purchasing decisions. And according to Exposure Analytics, experiential marketing events turn 70% of users into regular customers.
With a doubt, weaving authenticity into interactive experiential events will help your brand stand out in New York’s crowded events scene. Here are five ways to make it happen.
Begin with Your Brand
Holographic booths, AR games, and virtual prizes are fun toys. But you’ll lose your brand’s authenticity if you plan around the latest tech fads.
Instead, begin with your brand. Identify your brand’s personality, values, and visual identity. Then incorporate these into every aspect of your event, including interactive experiences.
Your planning team should approach every detail of your event by asking, “Will the audience recognize our brand in this?”
Tailor Interactions Around the Guest
Turning guests into avatars and sending them into a virtual space is a cool concept for many. But it doesn’t work for everyone.
That’s why your brand’s interactive event experiences should be tailored around your guests. Consider your audience’s average age, income bracket, and educational level. Examine the kind of event experience you want them to have with your brand, including the emotions you want to elicit.
Creating interactive event experiences your guests want will make them feel seen and, in turn, increase your brand’s authenticity.
Be Intentional With Technology
It may seem like using the latest technology is the best way to make your interactive event stand out. But technology should never take attention away from your brand.
Instead, use technology sparingly and with intention. Map the guest journey to identify potential technological roadblocks, such as long waits or overly complex interfaces.
Assess every use of technology with these two questions:
- What does this add to the guest experience?
- How does this point back to our brand?
Create Occasions for Genuine Participation
Walking through a projection mapping display or choosing your favorite swag isn’t a particularly active experience. Instead, go for interactive experiences that challenge your audience. Ask them to contribute ideas, make decisions, or create something.
But don’t ask them to not be themselves. Create equal opportunities for introverts, extroverts, creatives, and the analytical types. Make sure there is something for everyone.
Make New York Part of the Experience
A sense of place is a key component of authentic branding. And there’s no better place than New York for creating interactive event experiences. From quirky venues to creative experiences found nowhere else, NYC is the perfect backdrop for interactive event experiences that feel authentic to your brand.
Create Brand Authenticity Through Interactive Event Experiences with EMRG Media
EMRG Media has worked with countless companies, helping them combine authentic branding with the latest event planning trends. Let us help your brand rise above the noise by combining authentic branding with event experiences tailored to your audience. Contact us today.
