The Tech Turning Events Into Digital Playgrounds
Friday, October 23, 2015
BBC News (09/25/15) Wall, Matthew
Event organizers seek to take advantage of and open new markets with the increasing digitization and interactivity of festivals, conferences, and trade fairs. This digitization has enabled organizers to send out invitations via social media, email, and mobile, and offer attendees a more unified registration, travel, and hotel booking experience. Eventbrite co-founder Renaud Visage cites social media and mobile as the two most significant changes in the industry since his company's inception, and he notes Eventbrite processed about $3 billion in tickets in 2014. Advances Eventbrite has leveraged include dynamic pricing for online seat reservations, and the ability to sell merchandise around the event. Meanwhile, the Children's Inn charity tapped Cvent to help it make the jump from paper-based to digital registration, and set up a Web page event management platform where people can buy tickets, says the organization's Lauren Stabart. Another company using new events technology is Eventbase, whose specialty is creating dedicated apps that present conference prospectuses and schedules with video content and venue maps. At this year's South by South West music festival, visitors used Eventbase's smartphone app in conjunction with iBeacons throughout the venue to pinpoint their locations. Brand marketing at events also is increasingly reliant on technology, with Knit founding partner Nick Thompson noting product displays are combining voice, face, and gesture-activation innovations.
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