01 Nov 2024 07:36am
Experts at the Activations Showcase conference discussed how emerging technologies enhance brand activations, with a panel session focused on the benefits and challenges of integrating tech into experiential marketing.
The session featured insights from Andrew Stone, GM of Operations at Meshh; Alexandra Longbottom, Head of Creative, Production and Events at Gemba; and Adam Mortimer, a founding member of the World Experience Organisation and Designteam Director of Strategy & Brand Experience.
The discussion explored the integration of new technology into brand activations, the challenges and opportunities it presents, and the evolving expectations of clients and audiences.
Stone drew on his experience at Meshh, which uses mobile data to track engagement and provide detailed insights into customer behaviour at events. “Being able to track and report on engagement, dwell times, and provide clients with tangible data on the performance of their activations is vital,” he said. Many platforms allow brands to gather real-time data, showing how people interact with their activations. He noted, however, that while the benefits of this data might not be immediately apparent, they become more valuable over time as companies can benchmark performance year-on-year.
Stone also acknowledged the challenges brands face when adopting data-driven strategies. “It’s a long-term play. You might not see an immediate return on investment, but over a few years, you can start to measure against your own data and make informed decisions,” he explained. This approach helps brands refine their strategies, ensuring each activation improves the last.
Alexandra Longbottom from Gemba echoed these sentiments but noted that there are barriers to implementing advanced tech like augmented reality (AR) and virtual reality (VR) in Australia.
“Selling in those AR and VR experiences [to brands] can be challenging. It was much more common during my time working in the UK, and just about every single event or activation we were doing had a touch of it,” she said.
Longbottom attributed this difference to a more risk-averse mindset in Australia, which makes it harder to promote tech-based activations that may not deliver immediate results.
Despite the slower adoption, Longbottom believes integrating technology into activations is essential for brands seeking to create memorable and engaging experiences. “It’s not always easy, but it’s about encouraging brands to be open to different experiences,” she said. For her, the key to success is helping clients understand the long-term benefits of investing in technology that provides actionable insights and enhances audience engagement.
Adam Mortimer of Designteam added that technology should be used to complement the overall experience rather than overwhelm it. “It’s not just about the tech; it’s about the audience, the time, and the space,” Mortimer said. He emphasised that technology must be thoughtfully integrated to add value without feeling forced. “We’ve seen some fantastic examples where technology can elevate an experience, but it mustn’t dominate. The tech needs to serve a clear purpose, whether to educate, entertain, or engage.”
Mortimer shared an example from his work, highlighting a recent project for the Queensland Holocaust Museum. “We developed a fully digital, immersive experience that allows visitors to explore the museum online 24 hours daily. It’s a world first; the key was ensuring the technology was invisible yet powerful. It’s about using tech to tell stories in a meaningful and respectful way,” he said.
The experts agreed that one of the most significant benefits of integrating technology into activations is the ability to gather data and insights that help brands understand their audience better. This data can guide future campaigns and improve overall strategy.
However, Stone cautioned that brands must be clear about their objectives before adopting tech solutions. “Sometimes, our technology isn’t the right fit for a client. We have to ask them, ‘What is your objective? What are you trying to measure?’ It’s not always about the latest tool; it’s about what fits the client’s needs,” he said.
The session also addressed the issue of data privacy and its impact on the adoption of tech-based activations. Longbottom noted that concerns about data breaches have made some clients hesitant to embrace digital solutions, particularly those involving data capture.
“In Australia, we’ve had numerous data breaches, and there are concerns about where the data is going, how it’s being captured, and where it’s being stored,” she said. Longbottom emphasised the importance of building trust with clients by ensuring that data is handled securely and transparently.
Mortimer also spoke about the challenges of balancing creativity with practicality, especially when budgets are limited. “There’s a myth that you need a massive budget to do something groundbreaking, but that’s not true. Stone referenced that some of the most effective activations they've measured are simple and straightforward, citing a client's soccer activation (at a motorsport event) that was simple but incredibly popular according to Meshh's engagement measurement that was benchmarked against other activations at the same event. “It was a basic setup—just a net, four holes, and a ball—but it attracted a huge crowd. There was nothing high-tech about it, but it resonated with people because it was fun and accessible and gave the sponsor immediate access to their target market, parents.”
Looking ahead, the panel agreed that integrating technology into activations will continue to evolve, especially as younger, tech-savvy audiences come of age.
Longbottom pointed out that the next generation of consumers is accustomed to always having technology around them. “They expect tech to be part of the experience, so we have to think about integrating it in a way that feels natural and enhances the experience rather than adding a gimmick,” she said.
Mortimer noted the need for brands to be willing to experiment and take risks. “We need to keep pushing and exploring new technologies. It’s about finding ways to use tech to create moments people will remember and talk about,” he said. However, he cautioned that experimentation should be balanced with a clear understanding of what the brand wants to achieve. “It’s not about using tech for its sake. It’s about finding the right fit for the message and the audience.”
The session concluded with a reminder that technology can be a powerful tool, but it isn’t always the answer. Stone summarised, “Sometimes, the simplest approaches are still the best. Technology isn’t always the solution. It’s about knowing when to use it and when to rely on tried-and-tested methods.”