Following up this article about immersive marketing experiences and brands building stories through it, here's a quick run-down of some of today's most popular immersive marketing technologies and how they can be incorporated into live events.

Augmented Reality: Stimulating the Brand Benefits

Augmented reality can give event attendees a taste of your brand's value. For example, the Michelin Augmented Reality tyre selector app launched at the Goodwood Festival of Speed event engaged and educated guests, by allowing them to identify their chosen type of cars in 3D. From this, attendees can choose the appropriate tyre based on their car type, use, performance and weather conditions. This helped customers with making better, more conscious purchase decisions when comparing options. Further information on chosen tyres helped them gain a deeper understanding of the knowledge and skill that goes into producing the premium, higher priced product, building confidence in customers when purchasing.

Curating Experiences on Mobile and Social

The pervasiveness of mobile has also helped fuel greater use of immersive media in events, especially augmented reality. Contrary to belief, VR equipment isn't really necessary to access VR event experiences - users can "gain a window into" those experiences simply using their smartphones.

In fact, mobile has emerged as a key bridge linking physical and digital experiences. As pressure mounts for event marketers and planners to develop event experiences that attendees "can't get anywhere else," amplification of the immersive experiences on social media is more critical than ever.

The success as an event marketer is largely dependent on how well attendees communicate their experiences via social media. Its wow factor and emotional elements achieved through successful immersive experiences are crucial when creating a memorable and effective campaign. Here, attendees have the ability to convey the uniqueness of your event to a larger external audience, thereby increasing your reach tenfold.

The Bottom Line

As immersive event marketing continues to grow in importance and scope, many untapped opportunities still exist. The field is becoming more economically viable, compelling, and versatile. For example, event attendees may have increasing opportunities to interact with live actors using immersive media at trade shows and other events. These experiences will increasingly allow attendees to have shared experiences with other attendees at the same location or anywhere else watching in the world.

The question isn't if you should start understanding the role immersive media plays into your strategy, but rather, how.