Experiential marketing has been a major trend in recent months and, while it takes many forms, the trend obviously does not spare the event sector. We have already had occasion to mention the importance of emotion We have already had the opportunity to talk about the use of corporate events to create links and make memories, and it is clear that brands have grasped the challenge. We are indeed receiving more and more requests to set up immersive and experiential devices that are more and more sophisticated.
So why and how can you make your event more dynamic with an immersive experience?
The immersive wave
" Hallucinating ", " you think you're dreaming ", " psychedelic ", are the first words that come to users' minds when they leave an immersive experience. We float in a fantasy universe to live a new experience for a few minutes.
Graphic animations, sound spatialisation, this is what new French companies in full growth are proposing, such as SuperBien, Cokaulab, Cutback, HKI, Spectre-Lab, Les Vandales, etc. Exhibition venues such as theAtelier des Lumières in Paris are also in full evolution. The opening of new spaces such as La Sucrière in Lyon and the Bassins de Lumières in Bordeaux are good examples.
In a hyper-connected world where users like to live new experiences and share them on social networks, theimmersive is a great showcase for the one who wants to communicate.
The senses and emotions that determine decision making
Stimulating the sense of smell, sight or touch as a marketing strategy is not a new recipe: we have all heard of the smell of warm bread diffused in the corridors of the metro during rush hour to encourage sales of pastries from the snack shops that they house. And it works!
The predominant role that our senses and emotions play in decision-making is no longer in question. Neurosciences have largely proven the positive or negative impact of an emotion on our future choices and our ability to decide. From a marketing point of view, our past emotions, felt during specific events (visit to the store, consumption of the product, impact of certain brand communications...), will determine our inclination to buy or not and the link we will create with the brand.
Immersive experiences in all forms
To generate emotions, stimulate our senses and offer immersive immersive experiences technology today offers many tools and solutions. Thus, masks and virtual reality or augmented reality goggles are appearing on many occasions and are now part of the package of an original and successful event.
At FUGU, we have been working on the subject and have developed ephemeral structures specific for immersive events. We have designed 3 types of structures: a cylindrical structure, a semi-circular structure and a geodesic dome that integrate 180° curved or 360° panoramic screens to project images and completely immerse visitors in a specific environment.
The benefits of immersive structures
In addition to the classic advantages of indoor or outdoor ephemeral structures, immersive structures offer the advantage of providing a collective experience for all visitors that, unfortunately, virtual or augmented reality masks and glasses do not allow.
Beyond one's own emotions, the impression left by the device is multiplied by the contact with others and the feeling of sharing the same experience.
Our immersive structures have already convinced many brands such as Orange or Chaos with whom we have very nice projects for this fall.
If you want to know more about our experiential and immersive devices, please contact us!
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