In a virtual event, the audience is not the only protagonist. In fact, the attendees are in the background if we talk about those factors that make it possible to carry out an event of this type, such as virtual content. If there is someone (or something, in this case) that stands out above all else, it is TECHNOLOGY. This is where virtual content comes into play.
If 2020 has demonstrated anything positive, it is the relevance of technology at all levels, and with it, its ability to achieve the impossible. Specifically, virtual content has been a true revolution in the world of events, and although it is still in the development and adaptation phase, at Valkiria Hub Space we know that its journey in the sector has only just begun.
Remarkable growth
According to data from the XR Report, by Fundación Telefónica and The App Date, the majority of companies are already using some kind of virtual content tool in Spain, in addition to working on various B2B projects (41.4%), making this one of the markets with the greatest potential at present.
In fact, if there is one positive thing that 2020 has brought, it is an increase in e-commerce, and with it, the need to seek ways to establish contact through the digital environment. For this reason, large corporations are already contemplating the possibility of including a plan related to virtuality in their strategies.
On the other hand, the general public also stresses the importance of virtual content, showing an ever-increasing interest. If there is one thing that characterizes technology, it is its ability to meet, and even exceed, expectations, which is why its use is always satisfactory.
With all this, the new conception of the importance of creating virtual content is leading to a successful outlook for 2022, since it is estimated that more than 15 billion euros will be spent, the highest amount ever recorded in this sector to date.
Virtual content in events
In the first episode of Valkiria Afterwork dedicated to virtual events, we had the pleasure of speaking with Jorge Escobar, director of Framemov, one of the best known virtual content creation companies in the MICE sector in Barcelona.
As he explained, his study is based on a vision of how to produce meaningful experiences through technology. But what exactly can virtual content be useful for at an event?
Here are some examples:
- For product or service demonstrations: Don’t tell, show!
- To establish a stronger
engagement
with the public: The more you enjoy something, the more you remember it. Virtual content is the best ally to create a singular and unique event. - For pre-event and post-event: Whether it’s to draw attention to and publicize your event, or to relive it again, virtual content is a key tool.
- To strengthen the marketing of your brand or product: Virtual content allows the public to better connect with you, since the value proposition it offers translates into a commercial experience that is different from conventional ones.
Trends in virtual content
At this point, we proceed to list the main trends that are currently dominating the process of integrating virtual content into events:
- 3D Animation: When we talk about 3D animation we refer to a computerized process that is used to provide a sense of movement, through sequences of still 3D images. In other words, this type of animation allows characters and/or objects to come to life, in the sense that they seem real. If we transfer this explanation to the practical, the recent Cruzcampo ad, starring the mythical Lola Flores, is a very illustrative example. How is it possible that “La Faraona” has come back to life and is advertising beers? Here is the answer to your questions.
- Augmented and virtual reality: On the one hand, augmented reality allows supplement a real environment, such as a conference room, with digital objects (e.g., a graph of a company’s annual sales). submerge yourself completely in a virtual world. Put this in an event, can you imagine tasting a dish with Asian products, in the middle of China, but from your home? With virtual reality it is possible.
- Multiple scenarios: Imagine doing an interview with a basketball star on the court, and then doing an interview with a pop star, but in a concert hall. The multiplicity of scenarios is another of the options explored by virtual content, which breaks with the staticity and monotony of a space.
If you want to know more about virtual content for events, we invite you to be part of our talk with Jorge Escobar at Valkiria Afterwork.
