What is extended reality and how is it integrated into events?
Extended reality (XR) encompasses three main technologies:
- Virtual Reality (VR): Transports the gcash phone number data user to a completely digital world through specialized glasses. For example, you could visit an event without leaving your home. It is ideal for simulations or experiences that need to be isolated from the real world.
- Augmented Reality (AR): Adds digital elements such as images or text to the real world, visible through AR glasses or smartphones. It is perfect for trade shows and stands, as it improves customer perception without disconnecting them from the environment.
- Mixed Reality (MR): Combines the features of VR and AR, allowing users to interact with digital elements that appear to integrate with the real world. For example, at an event, a virtual product can be “placed” on a real table, offering a tangible and memorable interaction.
These technologies have a key benefit: they not only surprise, but also generate an emotional impact and achieve greater engagement with customers.
Examples of XR applications at events and fairs
1. Interactive stands and immersive experiences
Extended reality transforms traditional stands into dynamic, interactive platforms. With augmented reality, attendees can visualize the inner workings of a product or interact with three-dimensional models in real time. Virtual reality allows brands to transport participants to remote environments, such as a factory or architectural project, without leaving the event. CES 2022: LG turns its entire stand into augmented reality, here's how it works
2. Virtual simulations
During a congress, attendees can participate in product or service demonstrations in a virtual environment that completely immerses them in the experience. https://www.grupotiempoactivo.com/wp-co ... ve.mp4?_=1
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3. Gamification
Gamification, fostered by XR, adds a playful component to events. For example, attendees can participate in a mixed reality game to learn about a product, accumulating points that are converted into real or virtual prizes. This increases active interaction and the time that attendees spend. Gamification at events and fairs: 'Virtual Grape Stomper', customised interactive tables and screens
Benefits of extended reality in customer experience:
- Greater immersion and emotional impact
Extended reality not only provides a “wow effect”, but also increases the likelihood of remembering the event. A customer who lives an immersive experience is more likely to remember the brand or the event and share their experience, generating a “wow effect” in terms of communication. If this experience also includes sensory marketing elements , the emotional connection is further enhanced.
