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MEDIA & MARKETING | Contributed Content, Singapore
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Kristy Castleton

Ways to digitalise events in Singapore

BY KRISTY CASTLETON

From AR to VR and everything in between, technology has come a long way beyond a stand alone entertainment technology for future-seeking geeks in Singapore. It now helps create immersive experiences at events that attendees can enjoy and are likely to remember for a long time. After all, who doesn’t want their brand’s event in Singapore to be top of recall and talked about for months on end? Below are three top technologies that I have personally used and enjoyed introducing at events in Singapore to create lasting impressions:

Tech 1: Holograms
How it works: There’s something magical about holographic images. Seeing inanimate objects float or suspended mid-air whilst being manipulated from various angles, it makes them come to life. It imparts a 3D effect that gives the impression of depth that you can almost touch and feel.

Rigged like a conventional projection screen, unique holographic materials allow images and specially edited videos to be projected and they are far more light-weight than traditional glass prism effects. The floating effect that audiences enjoy can be easily achieved in most environments through the use of high colour contrast projections and specific set-up techniques.

Tech 2: 360 Projection Screens
How it works: Large format spherical projections are a lot more detailed than they look. Tech advancements have now allowed large, modular screens (1-3m in diameter) to be more lightweight, augmenting projectors into stunning spherical displays, as well as offer options for both air-inflated and acrylic screens.

Ideal for AV production applications and enabling large format displays for permanent installation applications, content can be 100% tailored to event specifications, be it for educational, informative or simply visual purposes.

Tech 3: Interactive Projection Art
How it works: Nothing screams personalised more than interactivity and participation by guests. With interactive projection art, attendees are invited to go to a URL on their smart device, where they can then create a piece of art which can be projected onto any surface at the event.

More fun ensues when 5 users create a piece of art together (encouraging networking), and the collaborators get rewarded with a video animation. For brands, the URL can be branded with artistic options customised accordingly.

Big events, Big data
Aesthetics aside, technology also helps harness the power of data to create even more custom event experiences. Technologies like scannable QR codes, are basic and easy to implement, from online ticketing, to actively scanning different objects at a live event to be shared on social media. Yet whilst big data is king in most industries, its potential still remains greatly unrealised in the events industry.

What’s stopping events professionals in Singapore from taking advantage of this? Despite investment by several organisations in new technologies, factors like cost and uncertainty surrounding tech integration and how to use it, still prove to be big challenges for many. It prevents some professionals from trying new solutions.

But event tech that gathers data to understand audiences, should be a must-have, not a nice-to-have. I hope that as we continue to take the leap in implementing these new technologies to help lead the way to an undeniable shift in how the industry caters Singaporean events in the future.

The views expressed in this column are the author's own and do not necessarily reflect this publication's view, and this article is not edited by Singapore Business Review. The author was not remunerated for this article.

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Kristy Castleton

Kristy Castleton

Kristy Castleton is the founder and MD of Rebel & Soul, a socially conscious business who produce highly memorable events for global brands across Asia Pacific. Kristy is both the rebel and the soul, an extrovert and a geek. Her passion for neuroscience and technology teamed with a love for parties and new experiences, drove her to set up an agency that does things a little differently to all the rest.

Rebel and Soul work with brands like Heineken, HSBC, Chanel and MINI and agencies such as Dentsu and Saatchi & Saatchi to create events that pack a punch. Think wearables, gamification, holograms and virtual reality mixed with awesome music and a free flow bar. Rebel & Soul’s vision is to drive event technology to be the new frontier of marketing in Asia. Kristy spent years working on weird and wonderful events and campaigns in Europe at festivals, F1’s and the Olympics and wanted to bring a snippet of the event marketing fun out east.

Kristy was nominated Campaign Asia to be on their Women to Watch list. Team Rebel also provide pro bono event consultancy for local charities, not for profits and initiatives including Billion Bricks, the Thomson Reuters Trust Forum, 100 Resilient Cities initiative by the Rockefeller Foundation and their global giving partner Buy1Give1.

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