How is 3D and VR changing event marketing?



How is 3D and VR changing event marketing?


'How 3D is changing Real Estate?' This was the topic for the recent Matterport & WeWork event in London, after the event we ask ourselves: 'How is 3D and VR changing event marketing?'

Our event, hosted together with WeWork, was a living, breathing demonstration of our product, illustrating the benefits of producing a virtual tour when a destination or event is the star attraction.

WeWork's reality capture team scanned the WeWork office at 131 Finsbury Pavement in London and Matterport filmed the whole event. We then embedded the video content into our interactive 3D model via Mattertags (points of interest within the space that are shown as ‘hotspots’, which users can click on). The end product is a virtual walkthrough packed with relevant content from the event, delivering a near-live experience for users.

For the events industry, this approach to event activity is primed to revolutionise how enquiries are generated, leads are converted and events are preserved for future consumption. Commissioning a virtual walkthrough is beneficial in several key ways:

  1. Producing a virtual walkthrough of an events space when it is dormant is a crucial marketing tool, especially given that the nature of events often means extensive travel. Those looking to book a venue or exhibition centre will not have the time to physically visit multiple sites and a virtual tour provides them with the next best thing. A virtual tour is also a great prequalification process, ensuring those people you open a conversation with, having already virtually toured the events space, are genuinely interested in making a booking. 

  2. Matterport’s technology allows a number of useful aspects to be embedded into the tour in the form of what we call Mattertags or ‘points of interest’. This could be specific information for an RFP, a time lapse video that shows the view from a window as day turns to night or photographs of different room set ups (such as a seminar theatre, networking event, trade show or even black tie dinner venue,) illustrating the versatility of a single space. Imagination is the key here, what do your clients need to see when they explore your event space? It's likely you can embed it into the Matterport model. 

  3. Virtual tours combined with in-event video footage are a brilliant way to create a lasting legacy and increase the return on investment spent on hosting an event. We wanted those not able to attend our own event to still experience the atmosphere and insightful comments, so Matterport filmed the panel discussions, presentations, demonstrations and interviews, and embedded these as Mattertags into the virtual walkthrough. This can be replicated by any event host and the result is an accurate documentation not only of the event space but of the content too.

  4. Building documentation is an increasingly popular application of Matterport’s virtual tours and the events industry can create an invaluable asset as a result. Scanning an entire events space is useful when it comes to building maintenance, structural alterations and even insurance - especially if there is damage to a venue as a result of a fire or incident. As well as capturing fine details, photographs and floorplans, event space owners can embed technical/service drawings, instruction manuals, inspection/condition reports and servicing details/certificates to create an invaluable one-stop resource.

  5. The virtual reality (VR) market is expected to grow from USD 7.9 billion in 2018 to USD 44.7 billion by 2024. Whislt developers hold VR hackathons, VR start up's are beginning to join the exclusive unicorn (>$1B value) club. How will this impact the hospitality market, MICE sector and in particular - your business? Matterport virtual tours are VR ready so spaces can be customised and then shared in VR with agencies and corporate clients. 

Event filming and video production is nothing new but the growth of video on social channels is radically changing how content is digested. YouTube is now the second largest social media platform globally with over 2 billion active users [Statista, July 2019]. With this in mind, good quality video content and a strategy to deliver to target audiences is becoming key for all marketers. 

Using a Matterport model to embed video offers MICE professionals (meetings, incentives, conferencing & exhibitions) the ability to make the 'post event experience' even more interactive, and give a true feeling of attending the event. It also helps sell the event space in a way that standard marketing methods cannot. If you are interested in using Matterport for your next event, contact our team to talk through the options for scanning your event space. 

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