Wearables and How to Use Them at Events
Event marketers are always looking for new ways to upgrade experiences and measure their impact. And these days, wearable technology is quickly becoming one of the most innovative ways to get it done.
From Fitbits and smart glasses to wristbands and even tracking devices for the family dog, wearable technology has the power to do everything from providing biometric data on attendees during an event to reducing time spent waiting in line. Bottom line: If you have an event marketing goal, chances are there’s a wearable technology that will help you achieve it.
So how can event marketers to get in on the wearables action? Here are four of the latest options and their potential uses at events:
<< Fact! A recent study estimates the wearables market will be worth $34 billion by 2020. >>
These bad boys are poised to attract Gen Z in swarms, but they’re a fun option for most age groups. The smart glasses, which look more like a colorful pair of shades, allow the wearer to capture memories from their personal perspective. Using them is a snap, too. The wearer simply presses a button on the temple of the glasses and a 10-second video is automatically recorded. The footage is wirelessly added to the user’s Snapchat account, making social sharing a breeze. The kicker? They’re available for purchase through adorable bright yellow vending machines called Snapbots that will travel around the country selling the devices.
If you’re looking to generate loads of user-generated content at your event, and, better yet, interested in what attendees are being moved to hit “record” on most, consider slapping some Spectacles on your attendees and let them run wild. And don’t worry about lasting power. Spectacles charge right in their case.
We’re all familiar with Oculus Rift’s game-changing virtual reality headset, but the company is now taking the system a step further. The Xbox One controllers the device was original paired with will be ditched in favor of Oculus’s own wearable controllers, which will become available starting Dec. 6. The devices intuitively mirror the user’s hand gestures, helping to further immerse them in the virtual world. What gives them an edge is their ability to detect the smallest hand movement, right down to pointing a finger or giving the thumbs up sign.
The Touch has immense potential for enhancing the booming world of virtual reality engagements, giving gamification a boost and creating more immersive experiences overall. Get creative and your marketing game will never be out of, well, touch.
The Camo Collective
Mountain Dew is merging fashion and technology with a line of camouflage-print, cutting-edge wearables that includes a Bluetooth-enabled parka, ear bud tracksuit, solar panel backpack and SnapCam-enabled baseball cap. Each piece in the collection, which debuted in November at ComplexCon, is equipped with a unique piece of technology that provides the wearer with a sensory experience.
From fitness experiences to outdoor events and beyond, items from the Camo Collective have the ability to provide consumers with seamless, tech-driven experiences without the need for bulky equipment or how-to tutorials.
Intel Curie Module
Glasses (and other forms of apparel) powered by Intel’s Curie module could be the wave of the future in events when it comes to providing concrete data related to attendee emotion. The devices measure heart rate and variability, brain wave activity and include a microphone to monitor breathing rates. Combined, the setup offers real-time feedback on the wearer’s stress levels. The devices were leveraged at a recent Hussein Chalayan fashion show where the stress levels of models sporting the glasses were monitored and visually projected onto the walls around them.
Although the glasses aren’t currently available for purchase, Intel says it won’t be long before the button-sized Curie chip is embedded in consumer products from bicycles to dresses. When that day comes, brands will have the ability to receive feedback on attendee sentiments and stress levels, and make real-time changes to their engagements based on that data. Creating personalized experiences never looked so easy.
The world of wearable technology is expanding daily, along with their potential use in the experiential space. So set your goal, determine which device will best help you achieve it and let your attendees wear their hearts on their… wristbands.
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