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The future of events is phygital, thanks to Augmented Reality

November 10, 2021

Aryel: AR for events

Events are immersive experiences at their best, and it can seem odd that brands and companies are looking to integrate Augmented Reality into their real-life fairs and gatherings. However, Augmented Reality has proven to be the ultimate tool to improve engagement and brand awareness during any event, from fairs and conventions to training and internal companies’ events.

Let’s look at some of the ways augmented reality experiences can transform virtual and in-person events.

In-person try-on and products’ showcases

Although the threat of COVID-19 might have passed in many countries, it is unlikely that the impact on public behavior will dissipate soon. As a result, both organizers and participants are still very cautious about handling shared objects and being close to others; however, AR can be the perfect fit to overcome this issue.

Using AR technology, brands and companies can create 3D models of their products to unlock immersive virtual try-one experiences, for example, with face tracking AR campaigns. This enables consumers to quickly see how they would look in a brand’s product without touching the actual product, which actually cannot even be there physically at all.

Also, brands can offer AR experiences that allow people to place their products directly in their environment. Customers can then move the product around, inspect it from all sides, and even interact with it through their devices. This allows companies to showcase their whole catalog without moving physical objects around, cutting shipping time and costs.

AR for more accessible events

Sometimes it can be hard to provide information and directions during significant events, like fairs and conventions; signals have to be visible, are expensive to print, and are hard to translate in different languages.

However, it’s straightforward to provide the same information with Augmented Reality in a more immersive and effective way. Attendees simply have to scan a QR code and choose their “destination” (for example, a specific booth at a convention) to see directions in real life on their smartphones, integrated into the real-life context around them.

AR fun experiences to improve engagement

AR can be used to offer participants fun and engaging activities too, and this is a powerful tool for internal and team-building events, where it can be hard to keep the engagement bar high during the whole event.

AR can create immersive training and onboarding experiences, enhance brand awareness and loyalty, and improve the team’s performance with gamification assets while collecting insights and analytics about the players.

Provide more information with assets you already have

Getting ready for fairs and events can be expensive; companies are expected to make a stunning presence with personalized booths, flyers, gadgets, and so on. But what if something changed in your products or services and all the printed media you prepared are “expired”?

Here’s where AR comes into play, with image trackers; these are the ultimate way to increase the amount of product information available to consumers at a brand’s booth while keeping people engaged and safely distanced. Rather than having people pick up flyers or printed documents (which are also not very eco-friendly), companies can integrate AR experiences into their event banners.

People can scan the trackers on the banner to see additional information in a snap. Also

These experiences can be used to stand out from the crowd while at the same time providing additional information to potential customers.

Bring events home with AR.

Finally, one last but crucial way to use AR at social events is to offer the opportunity to attend the event remotely while still giving an immersive experience. AR can, in fact, bring an event directly to customers’ houses, regardless of where in the world they are, transporting everywhere in the world the conference stage and speakers or making “walk-around” the conference and virtually visit booths and brands.

While the post-COVID-19 scenario is hopefully seeing in-person events returning to our lives, there are still many conferences and gatherings postponed or held online; also, not everyone may be comfortable with attending a physical event just yet.

For people who don’t want to or can’t participate in real-life events, AR can be a valuable tool to engage from remote, and at the same time, it allows companies to improve in-person events making them more engaging and memorable.

Of course, AR can be an expensive tool to integrate into brands’ marketing mix; however, platforms like Aryel allow SMEs and small businesses to benefit from this technology and create custom WebAR experiences that work with a simple URL and do not need an app or coding skills.

AR and WebAR are the future or post-pandemic events that are overcoming the physical and virtual barriers, becoming more and more phygital, merging the best of these two worlds in a new engaging hybrid environment.