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EWI Worldwide Grows Events Division with Hiring of David DiPuma

Posted byKatie
We're pleased to share that we've hired David DiPuma as Creative Producer and Event Manager in our Events Division. DiPuma will be responsible for developing the creative strategy and integrated approach to clients’ event experience while helping them achieve overall program objectives.

Prior to joining EWI Worldwide, DiPuma ran his own consulting and marketing agency, where he provided business and event marketing strategies and event production for a variety of well-known corporations, including CIBA Vision, Habitat for Humanity, Hands on Network, Novartis, Points of Light Institute, Spanx, the College Board and Wal-Mart. DiPuma is also an accomplished speaker and session facilitator at meeting industry conferences and meetings nationwide, involved in the Georgia Chapter of Meeting Planners International (GAMPI) and is the recipient of multiple awards for his contribution and expertise in the meetings and events industry.

DiPuma will be based in Atlanta, Ga.

Please just us in extending him a warm welcome!
 
 

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.

 
 

Ideas Brought to Life

Posted byKatie
Check out these animated videos from RSA, which explain complex ideas and concepts through the use of live illustrated storyboards.
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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.

 
 

The Importance of Brand Consistency

Posted byKatie



























It's important to be consistent. Seems simple, but sometimes brands and campaigns can be led astray by lackluster metrics or feedback.

This morning, I read an (older but good) article from Jeff Perkins of Autotrader, who wrote "Patience with campaigns is a brand virtue."

One of my favorite quotes from the article:"In this age of media overload, consumers are exposed to more than 3 million ads every day. It's as if we are surrounded by a virtual Times Square every minute of every day. How can any brand expect to break through the clutter if they're constantly changing their message?"

What I learned from it:
- Take the time to develop campaigns in a well-formed foundation. Research, strategize and test.
- It can take years for some campaigns to hit their stride; there are some campaigns that have been around for years but still resonate. I personally think of Coca-Cola's Polar Bears every winter.
- Tweaking is okay - but don't stray the course. Evolving may be necessary to stay current, but make sure the underpinnings of your campaigns don't get sacrificed as well.

Check out the article on BtoB online, here.

 
 

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?

 
 

International Cultural Protocol at EXHIBITOR

Posted bySusan Henderson
I just got back from my first EXHIBITOR Show as a speaker, with my colleagues Benedict Meissner from our European division in Hamburg and Andy Austin from EWI’s Digital Engagements division.  Our Sunday morning half-day workshop on International Cultural Protocol was a great learning opportunity for all of us – especially thanks to the feedback, questions and shared experience from our attendees.

Many of our attendees are beginning or are already doing business in the emerging BRIC nations (Brazil, Russia, India & China) and we all shared our experiences in those rapidly growing markets.

Did you know:

  • The GDP of China is projected to surpass that of the US by 2050?
  • Learning the right meeting, greeting and eating etiquette can make or break your first impression?
  • Colors, numbers and gestures have very different meanings around the world?  Know before you go – you’ll be more successful.
  • Identifying commonalities can create opportunities to connect on a human level – emotionally, physically and intuitively?
  • Technology is a fabulous tool, but it works best when it enhances, not replaces, face-to-face communication.
  • An organized Global Program Management approach can achieve global initiatives with local expertise?
  • In international cultural protocol, patience is most definitely a virtue – take the time to learn about your customer and that all important business relationship will get off to a good start.

If you’re interested in a copy of the presentation, send an email to kslattery ‘at’ ewiworldwide.com with the subject line International Cultural Protocol.

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Making social media work smarter for event marketers

Posted byKatie






































When you think about extending a brand's presence beyond the show floor, social media is a natural go-to answer. However, when listening to a Webinar earler this week on the Event Marketing institute's EventTrack 2012: Event & Experiential Marketing Industry Forecast & Best Practices Study, I was surprised to learn the study found that "the relationship between events and technology is emerging. Only 28 percent of brands say their social media efforts are very integrated with their event and experiential marketing currently, although 49 percent say these two mediums are somewhat integrated."

What does this mean? Everyone sees the value of social media, but it's application is still in its infancy, despite seeing an explosion of growth in the past three years (see Pinterest and music streaming sites like Spotify, Grooveshark for latest boomers).  According to the study, the most opportunity for social media - and the areas they are most interested in seeing evolve - are those applications that help enlist influencers and build the company database.

How you can get ahead of the curve:
  • Keep using social media to spread the word. One of the best advantages of social media is that it's widespread, accessible and reactive, so you can get news out in a matter of minutes when needed. This becomes especially handy when
  • Do your homework and see who is making the most noise in your (and your clients') industry. They may already be your brand evangelist - and arming them with the right resources and information can go a long way.  The Ford Fiesta Movement is the example that always coming to mind, where Ford gave consumers a Ford Fiesta and asked them to complete a different mission every month. (Read more at Business Week)
  • Help people convert. When I'm interested in a brand, I often try to wallpaper my resources. Twitter, Facebook, LinkedIn and their blog are all locations I want to track to make sure I don't miss out on a word. Make sure that your (and your clients') community isn't missing out, or you could be missing an opportunity waiting to be converted. This doesn't mean that you need to sell them on your next special, but it can open the conversation and get you and your team thinking about what questions this community might have and how you can fulfill them.

What are some forward-thinking social media applications you've seen in the event space?
 
 
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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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