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EWI Worldwide

Event Marketing Summit: Embracing the Revolution

Posted byKatie
Next week, we'll be joining hundreds of industry peers at the Event Marketing Summit in Chicago.

We're excited about this event for a number of reasons - to learn about the latest in the industry, talk about trends, benchmarking in the industry and more - and one of the topics we're most interested in is how technology is changing the industry and the way that we approach live events.

We hope you can join us at the Tuesday 8 a.m. keynote, "Disruption at the door: Change is on the way." Scott Schenker, VP-Global Events from SAP will be presenting how digital and social media are causing a fundamental shift in events - and though it hasn't affected the industry full-force, the change is in motion.

We'd love to hear your thoughts on this POV - and will blog about what was shared after the keynote. We'll also be live-Tweeting throughout the summit, so please follow us at www.twitter.com/yourstoryalive.

 
 

Under the Sea with Surface Development

Posted byAlex Nichols
We just launched the Mystic Aquarium's "12,450 Feet Below" exhibit in partnership with Delaney Designs and Mystic Aquarium. As part of this exhibit we built five applications on the Microsoft Surface v2 platform using SUR40 tables. These applications included relatively simple photo and document galleries as well as more complicated applications that utilized the tag recognition features of the Surface platform.

Today I thought I'd share some of our learnings from working with the surface tables.  They're very interesting devices and while you can download the SDK and samples here, there are some things that you can't learn unless you have the hardware. Specifically I want to discuss performance, tag tracking, and object albedo.


Performance

One thing that I was surprised by was the power of the machines.  Since Bob Ballard and the Mystic Aquarium provided us with high resolution images and video we were a little concerned about performance, especially since some of our applications were going to take multiple instances of large high res imagery and throw several pixel shaders on top of it in order to produce some nice water effects.  I do most of my development on a high end laptop and it would chug, but the SUR40 handled it beautifully.  I hope that Microsoft and Samsung have plans to refresh the hardware on a more regular basis than they did v1 because I'm sure we'll be finding ways in the next year to use up every drop of power and will be wanting either more powerful tables or some way to upgrade existing devices. 


Object Albedo

The byte tag is a common way to identify and track physical objects placed on the table.

The surface guidelines give specifics on the minimum size the black area around the tag data should be in order for it to be recognizable to the device.  However one thing that we noticed is that the surface had more trouble picking up and tracking tags when the background was a lighter color.  We think that the object is reflecting the light projected from the display. This light is picked up by the PixelSense sensors, making the tag unreadable.  Giving the tag more of a black border seemed to help this.  We also noted that on dark backgrounds the touch visualizations would create bright spots on the screen that the object would reflect back so we turned those off with the following code in the constructor of our main view:

TouchVisualizer.SetShowsVisualizations(this , false);


Tag tracking

The Surface v1 was pretty good at tracking fiducial tags as they are moved around the table by a user.  The SUR40 seems to be much less reliable in this regard. Aside from the obvious issue of no longer recognizing 128 bit identity tags, the 8 bit byte tags don't track particularly well.  They're easily lost when moving and sometimes even difficult for it to recognize right off the bat.   We did note that tracking got somewhat better if the entire object was black except for the actual tag elements, but it still wasn't where we wanted to be. Ironically as soon as we finished an implementation of object tracking that worked Luis Cabrera posted this solution. His solution takes advantage of Surface v2's enhanced finger and blob tracking and foregoes the use of tags altogether.  While this solution is valid, it didn't 100% solve our design challenge as we needed to be able to tell the difference between 4 of the same object(one corresponding to each player of a game).  Instead our solution was to put the tag on a white background and then once we've found the tag and a blob that contains the point where the tag is, start tracking the blob.  We still used the tag for orientation, but it seemed to be stable enough even with that.  The code for this tracking is a bit longer than I can post to the blog, but if people want to see it I'll see if I can put a sample together.


End Note

As with all things in technology the SUR40 represents a series of tradeoffs when compared to other touch technologies.  Object recognition is unavailable when using IR, laser, or capacitive technologies.  The SUR40 performs better than most IR for certain gestures such as rotation where finger occlusion can lead to undesirable results.  And obviously a 40-inch capacitive screen is cost prohibitive.  But on the flip side sometimes you have issues such as environmental lighting, touch lag, and portability to deal with when building on Surface.  Originally I wasn't sure the trade offs would be worth it, but I've come around to believe that it's a device worth seriously considering if you can play to its strengths, just like everything else.

 
 

Titanic Exhibit Marks 100th Anniversary

Posted byKatie





















Above is an image of just one of the interactives attendees will experience at the exhibit.



On Thursday, April 12, Sea Research Foundation, operator of Mystic Aquarium in Mystic, Conn., will open its major new exhibit -- Titanic – 12,450 Feet Below -- located at Mystic Aquarium’s newly renamed Ocean Exploration Center exhibit hall.

Titanic Discoverer Dr. Robert Ballard and Former Top Disney “Imagineer” Tim Delaney, in collaboration with EWI Worldwide, took “a very different approach to the Titanic experience, one that taps directly into the excitement of exploration and discovery,” according to Delaney. “Our Titanic exhibit is awe-inspiring and emotional. It is designed to capture the moment of discovery that only access to the actual discoverer’s insight and vision can deliver. Working hand-in-glove with Bob Ballard and Sea Research has enabled us to create something that both adults and children will find thrilling, immersive, interactive, experiential and memorable. Titanic – 12,450 Feet Below takes you there.”

Featuring captivating imagery, breathtaking recreations, emotional soundscapes, hands-on activities and thrilling entertainment, attendees can experience the moment of discovery and remember the journeys of Titanic’s passengers.  

Digital elements, including interactive kiosks and touch-tables, enable guests to access a veritable treasure trove of information, find Titanic artifacts at the bottom of the ocean, learn about icebergs and the Titanic’s course that night, and explore over 300 separate image and video files of the underwater wreck. The high-tech tables feature the latest in multi-touch and object-recognition technology, and evoke the magic of adventure and discovery that Dr. Ballard’s expedition embodied.

Based in Mystic, Conn., Sea Research Foundation is a 501(c)3 nonprofit organization that operates Mystic Aquarium, Institute for Exploration and, in partnership with National Geographic Society, The JASON Project and its Immersion Learning program. For more information, visit searesearch.org and mysticaquarium.org/titanic.

 
 

Feeling Good about the Future of Tradeshows

Posted byKatie
Early predictors - both anectodal and financial - are showing that 2012 is an optimistic year for exhibitors. According to the recently released 2012 Economic Outlook by EXHIBITOR magazine, a third of 500 surveyed companies have larger budgets this year than last. Although it goes unsaid that the majority do not have more purchasing power - it appears that there is still value in their tradeshow spends, with a strong 84.1 percent saying that they are still "hopeful" and "optimistic" about the current effectiveness of trade shows as a marketing medium.

So, how can companies plan cautiously for this cautiously projected growth while still getting the most out of their marketing spends today?

  • Be strategic. Be strategic with your audiences, your shows, your sponsorships and most importantly - your brand. With every dollar being scrutinized, it's important to be mindful of their brand awareness, ROI, leads and other measurable information that will help support and determine the show schedule and overall market value.
  • Realize and leverage cost efficiencies. About half of those surveyed by EXHIBITOR said they have no plans to purchase a new exhibit in 2012. Even if you're not in a position to make a major purchase, how can you leverage the investments and assets you already have? Are there updates that can be made, different promotions or other tactics that can help your exhibit go the extra mile? With nearly 50 percent on the fence about making a new purchase, a year on pause may reveal which assets are most valuable, and may even support a more strategic investment in the years ahead.
  • Plan ahead - right now! There is no time like the present to plan. We're almost through Q1, and planning for next year will soon follow. Use this time to find opportunities for growth, to see what you've already got (think spring cleaning) and take advantage of the uptick in the marketplace.  Greater concentration of resources, understanding of prospect and client needs and measurement standards will help organizations best manage their programs.

Check out the survey for more insights on the industry's economic outlook, and what our peers are saying.

 
 

Going with that 'gut' feeling

Posted byKatie
























Earlier this week at SXSW, BBH Labs decided to make homeless people in Austin walking Hotspots, giving each individual devices, paying them for six hours of work and suggesitng SXSW attendees give a $2 donation to the individual for 15 minutes of time.  the stunt, designed to represent "a modernized version of homeless selling street newspapers," quickly became one of the most talked about issues at SXSW, and in my opinion, will probably be pointed to as one of the big PR blunders of 2012.

Polarizing as it was, BBH went on record to defend its actions, saying that it helped attendees interact with individuals they normally wouldn't, and according to this article Dusty White, one of the participants, said that he was "proud" and would do it again. Critics say that the action was dehumanizing, careless and not well prepared.

When I first read this, I instantly thought about a book I had recently read and highly recommend, "How We Decide" by Jonah Lehrer. In a nutshell, the book looks at our decision-making process and when going with your 'gut' is to be trusted, and, how sometimes as individuals we can outsmart our 'gut' and rationalize the heck out of our decisions - with rationalization somtimes leading us astray.

After reading about Homeless Hotspots, I'm pretty sure this was a moment in which trusting your 'gut' could have come in handy. When it comes to marketing, trusting your emotional reaction to a campaign is as important and compelling as the rational decision-making process behind it. And, it proves that giving yourself perspective is an absolute must before you take anything to market.

This is an old journalism trick that someone else recently resurfaced, but by simply writing all the headlines that could come out of your activation - good and bad - you can help create distance from a project and give yourself and your team renewed perspective.

Here's another great post on the issue from blog RSMITHING.

What do you think about this activation? Is all press good press or do you think they went too far?

 
 

HOW WELL DOES GOOGLE KNOW YOU?

Posted byAdam Sweet
 Via Geekologie.com and Google Ad Preferences, I've recently discovered our good friend Mr(s). Google has set up a cookie tracker on my web browser that highlights targeted advertising that they feel fits my demographic.  How do they know my demographic you might ask?  Why only by stalking my every online move!  But wait, we've known they did this for years, right?!  Well now I know for sure! Stay outta my head Google!  You know me better than I know me....

...and apparently, I'm a 25-34 year old man who does research on Arts & Entertainment for the technologically advanced auto industry and has a slight obsession with Rugs, Carpets, and online clothes shopping...

Check out your info by logging into your Google/Gmail account, and then clicking here


Oh, and follow the steps on the page to OPT OUT if you'd prefer Google DIDN'T invade your privacy like this.  



 
 

NAIAS Review: The Good, the Great and the Ugly

Posted byKatie
This year’s North American International Auto Show was a departure from years past – both when it comes to attendance (770,932 attended this year, with the highest opening day attendance since 2005) and automaker’s exhibits.
 
Our design team took to the aisles to see what’s happening and what’s hot (or not), and here is what we found:
  • The brands are back. Companies that haven’t been around the past few years have made a comeback, and their re-emergence wasn’t always small.  However, on that note, we saw that condensed kits are still around even for the seminal automakers, but didn’t seem to be doing their brands much justice.
  • Automakers and consumers are talking about fuel efficiency and personalization – and some of this is being reflected right into the booth themselves.  EWI Worldwide client Kia turned its brand’s fuel efficiency into a driving interactive, and another interactive in the space highlighted features that could be personalized to the driver.  This trend also shows signs of event marketing and the live experience becoming a larger representation of the brand and an overall marketing campaign, instead of a standalone effort.
  • Exhibitors are building new stands every year instead of using the same kit for 4-5 years – just look at GM and Chrysler as examples. This speaks to the European build style – and is perhaps something we all should keep an eye on for future years (and builds).
  • Black is the new black. And so is drywall and fabric. One short trip around the show floor revealed these materials reflected in a lot of the exhibit spaces.  Not everyone did it well, but awesome forms in drywall were delivered particularly in the Audi stand.  Chevy, on the other hand, was almost entirely executed with fabric.
  • Bring on the LEDs. LEDs are becoming a bigger part of exhibits, and BMW’s LED ceiling was a good example of this. Although not all automakers have embraced the LED trend, we expect to see more of it in future years.

Are there any trends that you saw this year that you haven’t seen in years past? Share below.

 
 

STORE 3.0 - How Retailers are Adapting Digitally

Posted byKatie
At the National Retail Federation’s annual conference last week, retailers were pondering this dilemma: how to position brick-and-mortar stores in an increasingly Internet-driven future.  Below are a few key takeaways on trends, industry leaders and best practices from major industry brands:

  • “We have new retail rules,” said Alison Paul, vice chairman and U.S. retail & distribution leader at consulting firm Deloitte. “The store is not dead. Stores have become a part of a much more complex ecosystem.” Rare is the store that can strike a harmonious balance between physical and digital.
  • Today, traditional stores account for 91 percent of all retail sales, according to Deloitte. Five years from now, that number will shrink to 63 percent. For retailers, the obvious strategy is to grow both physical and online stores. Easier said than done.
  • Some retailers, like Target Corp., excel at running stores but are still working to develop the same pattern of success when it comes to online retailing. Others such as Best Buy fare better with new technologies, but their physical stores suffer from the perception they are merely “showrooms” for online merchandise.
  • As technology – especially consumer technology – revolutionizes retail, retailers will be forced to adapt and rethink how to meet the shifting needs of a demanding, fickle, and on-the-go consumer.
  • According to Deloitte: The changing role of the store – evolving to Store 3.0™ Tomorrow’s customers will demand a customer experience that is uniquely relevant to them. They will be drawn to value and only spend time (and money) where they find value.
  • Each shopping experience will matter more. The free flow of real-time information will reshape the way sales associates and customers interact. Whether the retailer has a relationship-centered or transactional-centered customer service model, this change will impact nearly every aspect of how a store operates. Some of these changes are already occurring as demonstrated by Exhibit 1.
  • While no longer the only place where retailers and customers connect, the physical store remains central to many consumers’ shopping experiences. But to stay competitive, retailers should develop a store strategy that aligns talent, physical space, processes, and technology to meet the changing demands of their customers.
  • The relevant details of the customer’s history and profile will be dynamically delivered to the associate at every point of interaction to deliver a consistently excellent customer experience
  • Mass customization will allow a global retailer to provide a local experience and will flexibly leverage merchandise mix, pricing, and in-store communications and information delivery
  • Retailers will edit their store portfolio and reduce store counts
 (Sources: http://www.startribune.com/blogs/137420753.htmlhttp://www.deloitte.com/view/en_US/us/Industries/Retail-Distribution/aec014cf4e33b210VgnVCM1000001a56f00aRCRD.htm)

 
 

Breaking Through at CES

Posted bySherri Ferren

Creating a Fresh Perspective

As many of you know, CES is one of the world’s largest (and  important) trade shows that occurs annually in Las Vegas.  While CES has a desired goal of being the global stage for innovation, there is no one single formula for success for a particular brand.  This week, there was a lot of buzz around Microsoft pulling out.  And the fact Apple has always had a minimal presence off the floor.  So what should a strong or emerging brand consider for their presence next year?

Based on what we heard and have experienced with our clients, we believe it’s:

Identify your clear differentiators before you begin to design your presence or event.  If you don’t have a differentiator that’s immediately understood…you become a commodity.  And your presence feels like a “me too” marketing activity rather than an innovative company.

Define the audience you really want to engage and focus the development of the audience journey on them.  There is such a wide spectrum of attendees, we often see brands trying to appeal to all of them rather than zeroing in on the key targets who will generate the best ROI.  Ask the questions:  Who are they?  What do they want to hear and experience?  (And by the way…it’s not a lot of specs!)  And what do they need to take away?  Design your experiences to that.

Keep is simple.  No more than three primary messages.  Provide enough space to move around as well as have comfortable conversations.  Ensure there are several opportunities for human connectivity and genuine dialogue – not just an abundance of demo stations.  Consider if your brand is best served on the floor of CES or some other location that allows your brand’s goals, products, and services to really stand tall.  Ask yourself:   “How can we stand out in all of the noise that is Las Vegas?”

 
 

Observations from Event Tech 2011

Posted byAndrew Austin
Earlier this week we had the privilege and pleasure to participate, along with 200 industry peers, in the inaugural Event Marketer Event Tech Conference.   The event took place in Manhattan – a Mecca for events, technology, creative energy and live communications.

The Event Tech conference designed an agenda focused on the industry’s best practices on connecting live events with technology and social media. The application of this spanned from global marketing and advertisement campaigns all the way to the tradeshow floor. We had the benefit of hearing perspectives from designers, technology experts, social media gurus, innovation leaders and brand marketers, making this event a truly unique assembly of industry thought leaders. 

Innovate, combine, and create: as featured in a number of presentations during Event Tech, myriad interactive and social technologies are at our disposal. The ten most relevant to date seem to be large multi-touch interactives, RFID tracking, stereoscopic interactives, tablets and mobile, transparent touch interfaces, telepresence, immersive interactive environments, augmented reality, motion/voice control, and 3d projection mapping.

As interesting and exciting as these technologies are, content is still king – and a messaging strategy that resonates with your audiences is a critical step for success.  Often times the key to unlocking a truly unique brand experience is collaborating with brand leadership to create a social engagement that may include the integration of two or more technologies in a completely new way.

Here our Top Tips for successful digital engagements:
  • Start with the basics: Know who you are, be real about what you have, know what your audience wants, and agree on how to give it to them.
  • Amplification + Genuine Passion = Buzz. A strong media campaign and infinite budget doesn’t necessarily guarantee success. While these things are important, a genuine passion for the product line is needed for sustained brand recognition. Personal conviction from users and consumers drives long term growth.
  • Leveraging interactive social technologies, it’s possible to close the gap between point-of-engagement and point-of-sale in both live and on-line environments. People love social applications with a reward element – be it Foursquare or Facebook, incentive drives participation.
  • Don’t forget the role of the nerd.  Developers have a say too.  Those platforms that have made integration easy (Amazon, Facebook, Apple) are winning.  User interface designers and users have found it easy to do what they want on these platforms.

In the company of industry thought leaders – making a big difference in how business grow their audiences on and off line – was stimulating for each of us.  

Jon DeGorsky, Amy Pesa, Katie Slattery, Andy Austin
 
 
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About YSA

A place where creative folks and clients, account people and strategists gather to discuss Live Communications and its singular ability to create deeper, more meaningful relationships between

customers and brands. 

 

So pull up your keyboard and raise a few questions, share some ideas, provide a little inspiration.  Oh, yeah... and get comfortable.  After all, it's your place.

 

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