I’m an enormous recommend of occasions. The inflow of virtual communications answers like video conferencing, messaging apps and social platforms has made head to head interactions a unprecedented commodity. There is not any change for assembly and connecting with anyone in-person, it at all times is helping to make the stumble upon each extra memorable and extra significant.
With occasions measurement doesn’t topic
As a way to construct my checklist of the highest immersive marketing occasions, I in point of fact attempted to concentrate on the occasions that put advertising and marketing use instances and logo revel in entrance and middle. I wasn’t in a position to seek out any occasions totally devoted to immersive advertising and marketing, as a substitute I discovered advertising and marketing occasions with immersive tracks and immersive occasions with advertising and marketing tracks. This checklist is on no account exhaustive, simply in accordance with my non-public revel in.
The occasions in this checklist are available in all sizes and styles and are situated all over the international. I favor smaller, extra intimate occasions because it’s a lot more straightforward to make treasured connections with like-minded pros. The bigger occasions, for me, may also be overwhelming and it turns into tricky to seek down essentially the most fascinating content material. That being mentioned, it’s the huge, high-profile occasions that herald essentially the most compelling and dear reviews – so if it’s immersive demos you’re on the lookout for, MWC and SXSW aren’t to be overlooked.
Now with out additional ado, my really helpful checklist of best immersive advertising and marketing occasions, in chronological order — hope to look you there!
Immersive advertising and marketing and logo revel in occasions
1. AWE 2019: Might/Santa Clara, California
I’ve attended AWE over the past a number of years and feature observed this convention mature right into a premier XR tournament. I’m delighted to had been invited again this yr to offer on a panel looking at XR through the lens of marketing and brand experience. This yr’s three-day tournament featured a monitor devoted to advertising and marketing and gross sales and quite a few advertising and marketing centered mainstage motion with periods like “XR with Sports activities Manufacturers,” “XR and the On-line Retail Revel in,” “XR Serving to Entrepreneurs Inform Higher Tales” and a panel on “Superpowered Shopper Engagement” with panelists from Macy’s and Nestle.
Going down within the center of Silicon Valley, AWE pairs traders with the most recent XR centered start-ups. That is the convention to wait when you’re on the lookout for bleeding-edge generation that would take your campaigns to the following degree. This yr, I used to be in point of fact inspired with learners like Ova, AR 51, GridRaster, YouAR, VividQ, Speech Graphics and VERSES.io. If you happen to’re now not in point of fact into the tech and are extra serious about networking with advertising and marketing pros, this will not be your best choice. Be ready to attend in line for booze and meals and plan foods outdoor of the conference middle.
2. Cannes Lions: June/Cannes, France
Cannes Lions explores the price of creativity in branded communications. The five-day pageant and awards display give you the business with get admission to to new concepts, client analysis and rising applied sciences which is able to assist in making and form pop culture. This yr’s convention features a “Re-Imagining Storytelling” track that may characteristic manufacturers leveraging immersive generation to have interaction audiences. If you happen to’re having a look to community with best-in-class advertising and marketing groups and businesses – then that is the convention for you! Passes run upward of $three,000 for the legitimate convention periods; alternatively, each writer conceivable hosts “unofficial” workshops and networking occasions. Convention veterans can return every yr with out buying a cross and now have a complete time table.
Cannes Lions is extra about logo construction and promoting than generation, so don’t attend hoping to seek out Immersive Advertising 101 or tactical content material. It’s extra about rubbing shoulders with one of the crucial supreme advertising and marketing groups within the industry whilst sipping rosé at the seashore. I’ll be attending Cannes Lions this yr and am excited to be talking on a Brand Innovators panel Monday June 17 along Walter Frye, VP international logo engagement at American Specific, George Hammer the Leader Content material Officer at IBM, and the SVP, Virtual Studios from Viacom, Lars Silberbauer.
three. Advertising Week: September/New York Town
This four-day tournament includes a mix of concept management content material and attractive particular occasions, with attendees starting from public family members professionals and promoting pros to leader advertising and marketing officials and social media advisers. Closing yr’s tournament had dozens of periods that includes immersive content material and I’m certain this yr may have much more.
Going down in bustling New York Town, this convention brings in combination everybody who’s someone within the media biz. Grappling with declining TV viewership and a proliferation of content material, attendees are afforded a behind-the-curtain height into the way forward for promoting. Very similar to Cannes, there are loads of periods and events at the roster, so doing all of your homework prior to you arrive is very important.
four. Mobile World Congress 2019 and Digital Hollywood: October/Los Angeles
This yr Virtual Hollywood is partnering with MWC to supply a four-day tournament centered at the intersection of promoting, generation, and content material. MWC19, the L.A. version, may have over 25,000 attendees together with leaders within the promoting, generation and leisure industries. Virtual Hollywood is spearheading a content material monitor as a part of MWC L.A. that may come with many periods devoted to combined truth, augmented truth, and VR.
Hollywood has stuck on that immersive is the way forward for leisure and is main the price in generating high-end, immersive reviews. Partnering with an international tournament logo like Cellular International, will empower Virtual Hollywood to draw and have the most efficient content material creators within the industry. You’ll be able to be expecting dozens of compelling immersive demos and panels on how Hollywood is coming near the brand new generation of immersive storytelling. Be expecting the elements to be sunny and make allowance for a minimum of an hour when using to the rest off-site.
five. VR/AR Global Summit: November/Vancouver, British Columbia
Vancouver’s rapid rising immersive media sector advantages from a longstanding historical past within the movie manufacturing, online game, and tech industries. Roughly 750 attended remaining yr, making this one of the most smallest occasions in this checklist. As a substitute of getting to cherry-pick periods from loads of choices, attendees can experience a extra intimate and at ease revel in.
Be expecting content material squarely fascinated with Vancouver’s ecosystem and the have an effect on it’s having throughout immersive media globally. Remember to plan time for sightseeing as town is riddled with herbal good looks and dozens of not-to-be-missed reviews just like the native cuisine presented on Granville Island.
6. Mobile World Congress: February/Barcelona, Spain
The first light of 5G has made this historically networking centered convention extra related than ever. This yr’s theme used to be “Clever Connectivity” – specializing in the robust aggregate of versatile, high-speed 5G networks, the Web of Issues, synthetic intelligence and large information. In line with the MWC site, “Clever connectivity marks the start of a brand new generation outlined through extremely contextualized and personalised reviews, delivered when and the place you wish to have them. That is the way forward for our business and our international.”
This must be the biggest tournament in this checklist with over 100,000 attendees this yr touring from everywhere the globe. The convention will space the most recent and largest immersive generation developments from the massive gamers with large budgets. MWC takes over all of the town and housing and transportation transform a big problem. Plan to attend in lengthy traces for each public transit and taxis so imagine strolling as a substitute. Barcelona is among the maximum walkable and wonderful towns I’ve ever visited.
7. Immersive Design Summit: February/San Francisco
Based through 3 design companies, this community-based tournament specializes in client immersive reviews for leisure and storytelling with audio system from Disney, Magic Bounce, Meow Wolf, and several other award-winning businesses.
This small, area of interest tournament is among the few only fascinated with immersive content material. Going down within the center of San Francisco the place tech and world-class ingenious businesses collide, this yr’s tournament introduced in combination on-line and online game creators with leisure business mavens. Taking a look forward at how audiences of the long run will interact with virtual content material and be entertained will have to be on each marketer’s thoughts. If you happen to’re serious about breaking the standard media style and are on the lookout for bleeding-edge gear to succeed in audiences, this might be the development for you.
eight. SXSW: March/Austin, Texas
Originating as a song pageant, SXSW has matured into a large phenomenon attracting roughly 75,000 attendees. The convention now draws pros from the movie, song and interactive industries. Era and logo revel in are paired at SXSW, with a whole monitor devoted to manufacturers and advertising and marketing. The worlds hippest ingenious groups descend upon Austin – hoping to stay it bizarre and stand out amongst an excessively crowded panorama.
Very similar to Cannes Lions, many pros head to Austin with out an legitimate SXSW badge as there are loads of unfastened occasions. You’ll completely wish to plan, get ready and concentrate on the important thing occasions you wish to have to hit prior to you arrive. Using in downtown Austin isn’t really helpful and strolling is perhaps your supreme transportation choice. Attempt to keep away from the temptation of dressed in your hippest tools, as sticking to comfy sneakers and sensible clothes choices is surely how to move. Even though the elements in Austin does have a tendency to be sunny, it’s now not assured and packing all-weather pieces akin to a rain poncho is really helpful.
nine. Laval Virtual: April/Laval, France
Laval Digital is an business convention with about 20,000 annual attendees amassing in a small the town outdoor of Paris. Highlighting a robust center of attention on business and industry case makes use of for immersive akin to healthcare, structure and building, there may be one monitor devoted to cross-vertical subjects akin to advertising and marketing, gross sales, infrastructure, 5G, Storytelling, belief, and IoT. This convention is squarely fascinated with industry to industry immersive tech so when you’re extra serious about client campaigns, this is probably not your best choice.
Laval is steeped in historical past, being constructed within the 11th century. There are chateaus, museum’s and a lot of native taste to absorb right through your keep. It gifts a lovely backdrop to the immersive business networking taking place outdoor of tournament periods.
10. NAB: April/Las Vegas
NAB is a massive display that spans all of the virtual ecosystem together with promoting, app building, synthetic intelligence, audio, augmented truth, broadcast, cable, cloud answers, virtual video, movie, combined truth, digital truth, 5G and extra. That is an business tournament that attracts pros from all disciplines short of to additional their careers, achieve wisdom, revel in state of the art coaching, get hands-on with the most recent generation, and hook up with business trailblazers advancing the artwork, science and industry of content material.
The display provides a big selection of immersive technical tracks – specializing in content material in particular treasured to broadcasters and media pros. Every yr, the display supplies devoted immersive theater area, permitting exhibitors and audio system to sing their own praises the most recent in immersive broadcasting functions. Going down in Vegas, chances are you’ll get seduced through discovering a lodge at the strip, however I like to recommend discovering a lodge off the strip nearer to the conference middle as they have a tendency to be more economical and great respite from the hubbub of playing capital of the sector.
Further tournament sources
This summer season, I’m delighted to be talking at Cannes Lions in France. Please you’ll want to succeed in out and hook up with me when you’re making plans on attending – I might LOVE to include the uncommon alternative to satisfy in-person. And when you’re now not attending in-person, you’ll practice me on Twitter at @LisaPeyton for real-time convention updates.
Lisa Peyton is an immersive media strategist and media psychologist specializing in the industry programs of latest applied sciences.