New Event Technology Trial Becomes A Reality For Spinning Clock

Event management agency Spinning Clock has carried out one of its first successful trials of Augmented Reality on an exhibition stand in the UK.

The technology was built into the creative stand concept for independent research company JRA Research at this year’s Marketing Week Live! at London’s Olympia.

Although used to great acclaim in sectors including print advertising and publishing, Augmented Reality is still relatively unused in the events industry.

Spinning Clock incorporated the technology to bring the notion of market research to life, focusing on the theme of ‘the consumer wears many hats’.

A webcam was built into the stand to transfer the code on a customised marker into videos and images. The marker itself was housed on the back cover of the event guide, embedded within the hat of the model, with visitors being directed to the stand to ‘see inside the mind’ of the consumer.

Once at the stand, the guide was held up to the webcam, and the visitor saw a number of animated facts relating to the consumer spring from the guide on the plasma screen directly in front of them.

“For us, the stand and the use of Augmented Reality created a real talking point at the show,” commented Paul Summers, Managing Director of JRA Research. “It not only drove more footfall to our stand at Marketing Week Live!, but it also boosted sales leads.”

Don Turner, Spinning Clock’s managing director, added: “As an agency that prides itself on utilising the latest web technology, we were delighted to implement the use of Augmented Reality for JRA Research.

“I believe that the events industry is relatively outdated in its use of new technology and the results that were achieved for JRA show that AR has enormous potential.

“As a company, we’re now exploring the ways in which AR can be further utilised and are currently compiling a more enhanced strategy to offer our clients moving forwards.”

Tags: Augmented Reality Events, Event Magazine, Event Technology, Spinning Clock

Category: Event Technology