In a market saturated with brands vying for attention, creating a personal connection between brands and audiences can make all the difference. Creative technology allows us to engage our audiences in a whole new way, fostering a sense of deep personal connection and immersion.
In an era marked by historic technological evolution, the role of creative technology in transforming the marketing landscape cannot be overstated. Here’s how we and other leaders of innovation in creative technology are deploying a wide range of emerging technologies such as Artificial Intelligence (AI), Augmented Reality (AR), projection mapping, and gestural experiences.
How You Can Use Gestural Experiences to Enhance Experiential Events
Gestural experiences are the future of interactive marketing. Our work with Netflix for the Stranger Things 4 event at LA Live exemplifies this. We created an immersive experience where brave recruits could “prove their power” and close a virtual radioactive rift like the show’s iconic character, Eleven, for a chance to win a brand-new XBOX console.
This attracted thousands of fans, resulted in extensive media coverage, and left attendees with memorable branded merchandise.
Harnessing the Power of AI Data Sculptures
AI Data Sculptures breathe life into raw data, transforming complex information into easy-to-understand, visually captivating forms. This revolution is turning numbers and spreadsheets into beautiful landscapes and abstract structures, making it easier for audiences to comprehend and engage with the information without having to understand the science behind it. Brands can use data sculptures to tell visual stories about things like world views, human behaviors, market trends, or social media engagement and offer a fresh new way for viewers to interact with and understand these insights.
However, data sculptures are not just about data visualization. They are about interaction, expression, representation, and evolution. Modern AI data sculptures can react in real-time to audiences at events, visually shifting in response to data-centric or even physical interactions. Unique applications of data sculptures can create a truly personal and engaging experience for the attendees. Imagine digital art at a product launch that morphs and pulses in response to live social media reactions or a fun, wall-to-wall EQ visualizer that responds to the intensity of sound and motion at a concert.
AI data sculptures are also fantastic tools for storytelling. Each data point in the sculpture can represent a moment, an individual, or an action, all coming together to collectively tell a larger story. This method allows brands to narrate a journey that motivates their audience or articulate their values in extraordinary, imaginative ways.
The use of AI data sculptures is pushing experiential marketing into a new era. By combining art, data, and interactivity, these installations can offer brands a novel way to connect with their audience and create memorable experiences and we’re excited to explore this frontier. With creative technologies like these, we’re not just delivering campaigns anymore. We’re shaping the future of marketing.
Creative Technology Advancements: How We Use AI Photo Booths to Engage Audiences
An AI photo booth is more than just a fun novelty, it’s an opportunity to engage your audience with a unique, interactive experience. AI-powered photobooths combine the fun of traditional photo booths with cutting-edge AI technology to create more exciting and interactive experiences for your event’s guests.
“While AI has only recently become a household word at Cognition we’ve been incorporating Machine Learning into our activations for years. These technologies allow us to create extraordinary activations that captivate and engage audiences, many of which would have seemed like science fiction just a decade ago.” – Kyle Ruebsamen, President of Cognition
These interactive tools capture, edit, and distribute images in real-time, providing an engaging and memorable experience for your audience. AI photo booths can really drive up the fun factor around your brand, and give your audience a highly shareable branded experience to post, react to, and comment on, driving further engagements with your brand.
Diving into the Future with Parallel Reality Displays
A thrilling new development is the advent of Parallel Reality displays. In Detroit’s airport, Delta Air Lines has harnessed this technology to display personalized travel details for up to 100 viewers simultaneously on a shared screen. Despite the complexity of the technology, each passenger sees only their own information. This sci-fi-esque innovation offers a glimpse into the future of personalized marketing.
Enrolled customers need only to reveal their face and the display greets them by name and shares important flight information like how long it will take to reach their gate in addition to displaying their itinerary details and mileage program information.
Brewing Personalized Experiences with Branded Mobile Apps
Our work with Buchanan’s showcased the potential of combining physical and digital experiences to create more personalized mobile app experiences. We created a personalized cocktail recipe generator using a custom form that printed personalized labels and drink recipes for each guest, sized to perfectly fit a Buchanan’s bottle.
This blend of the digital and the physical resulted in a uniquely personal experience for their attendees and left them with unique takeaways to keep the experience fresh in their minds.
Creative Technology in Practice: Transforming Spaces with Projection Mapping
Since its inception, modern projection mapping has taken the marketing world by storm. This innovative technique uses projectors to cast images onto irregularly shaped objects, turning ordinary structures into captivating 3D displays.
Our client, Tatcha, took advantage of this by partnering with us for an immersive meditation event at The Grove in LA. In partnership with Gradient, we used projection mapping to create 360-degree visuals, mimicking a tranquil Japanese forest. The results were stunning: a 197% increase in event attendees, a 2.5x increase in hashtag engagement, and an impressive boost to Tatcha’s social media following.
Exploring the World of Virtual and Augmented Reality Experiences
VR and AR experiences offer users a chance to immerse themselves in entirely new, compelling worlds. Imagine touring a potential new home in AR from the comfort of your living room, examining how featured furniture items would look in your current home, walking through a vacation destination before booking your flight, or having masses of attendees remotely view your next event and make their purchases online.
When it comes to AR and VR, the possibilities are virtually limitless. This is a space that rewards incredible creativity and thinking outside the box to deliver surprisingly welcome experiences your audience didn’t even know they needed.
Capitalizing on the Power of Creative Technology to Cultivate Stronger Connections
The rise of creative technology in marketing isn’t just a trend; it’s a revolution.
Harnessing the potential of AI, AR, and other cutting-edge technologies is a bold and crucial move, since you can transform your branded events into immersive experiences that captivate your audience and leave a lasting impression.
Because of this, it’s easy to see why brands employing creative technologists to elevate their marketing events have seen significant increases in brand loyalty, engagement, conversions, and social interactions among attendees.
Ultimately, the use of creative technology in your branded events is not just an investment in your business’s present, it’s a strategic move towards a more connected future.
COGNITION is an interactive studio designed to enrich experiences by building creative technology with human empathy.