【行业观察】FREEMAN、IMAGINATION和GPJ,对虚拟活动的认知

项目品牌: ONSITECLUB

项目行业: 体验营销/营销

项目日期: 2021-02-14 00:00 2021-02-14 01:00

项目地点: 线上

项目名称: 【行业观察】FREEMAN、IMAGINATION和GPJ,对虚拟活动的认知

#FREEMAN #IMAGINATION #GPJ 对虚拟活动的认知与行动

今天是情人节,那这就是我送给你的情人节礼物,记得看了付钱 

FREEMAN


FREEMAN内容来自页面为:https://go.freeman.com/studios,这是go.freeman的一个推广页面

在页面中,你可以感受到面对虚拟的活动,FREEMAN这样的企业具有怎样的热情与投入



Broadcast your brand from any stage 

在任何舞台上宣传您的品牌 


Professional quality, whether in-person or virtual Produce professional content that helps your brand stand out in a sea of online meetings. Your message, produced by a team of experts, can be broadcasted to your audience regardless of location. Virtual, hybrid, or in-person — the experience is what makes the difference. 

制作专业的内容,无论是面对面还是虚拟的专业质量,帮助您的品牌在网络会议的海洋中脱颖而出。您的信息由专家团队制作,可以向您的受众传播,而不受地点限制。无论是虚拟的、混合的还是面对面的--体验才是最重要的。



这段视频你也完全能看到FREEMAN的实力与能力

这一个令人放心的代理商,无所不能




IMAGINATION


IMAGINATION内容来自页面为:https://imagination.com/insights/hybrid-experiences-will-come-of-age-in-2021 

来自IMAGINATION的Christophe,也是希望告诉大家从不同行业的洞察来说,虚拟活动从成本、运营以及未来等角度都是成立的。


Hybrid experiences will come of age in 2021 

混合体验将在2021年进入时代 


For experiences, 2020 was the year that brands were compelled to engage with the world of blended physical and virtual experiences, also known as hybrid experiences. The learning curve was steep for many, with a huge variation in quality and creativity. 

对于体验来说,2020年是品牌不得不参与到物理和虚拟混合体验的世界中的一年,也就是所谓的混合体验。对许多人来说,学习曲线是陡峭的,质量和创意的差异很大。 

However, the experience economy as a whole reacted swiftly, with superb examples of applied creative technology. Hybrid experiences from the worlds of music and sports wowed fans, whilst innovative crossover experiences emerged from the gaming industry, blended with sectors as diverse as fashion, automotive and education. 

然而,体验经济作为一个整体迅速做出了反应,出现了应用创意技术的优秀案例。来自音乐和体育界的混合体验让粉丝们大开眼界,而创新的跨界体验则出现在游戏行业,并与时尚、汽车和教育等不同行业相融合。 

Mainstream brands and sectors will look to build on the success of these pioneers and set the bar higher for their own combinations of hybrid experiences. 2021 will therefore see hybrid experiences truly come of age. 

主流品牌和行业将寻求在这些先驱者的成功基础上,为自己的混合体验组合设定更高的标准。因此,2021年,混合体验将真正进入时代。 


So what are the key drivers of this? 

那么,这其中的关键驱动力是什么呢? 


Firstly, brands have realised that by using virtual experiences and creating ‘made for the screen’ studios within their live experience sets, they are able to access far greater numbers of people, reaching them in a new way to broadcast their experiences. 

首先,品牌已经意识到,通过使用虚拟体验,并在他们的现场体验中创建 "为屏幕而生 "的工作室,他们能够接触到更多的人,以一种新的方式来传播他们的体验。 

Another key driver of this is costs. Budgets are generally under more pressure for travel and production. This is doubly true for B2B where restrictions on travel look set to continue. 

另一个关键的驱动因素是成本。预算在差旅和生产方面普遍面临较大压力。这对B2B企业来说更是如此,因为对旅行的限制似乎会继续下去。 

Hybrid experiences provide a great solution to use budgets more effectively. 

混合体验为更有效地使用预算提供了一个很好的解决方案。 

The other interesting dynamic here is how brands react when they once again are able to create unrestricted physical experiences in parallel with innovative virtual experiences. This unleashed combination might be a reality from late spring in most of the world and will be truly exciting, reaching greater heights by the end of 2021. 

这里的另一个有趣的动态是,当品牌再次能够在创新的虚拟体验的同时创造不受限制的物理体验时,他们会做出怎样的反应。这种不受限制的组合可能会从世界大部分地区的春末开始成为现实,并将真正令人兴奋,在2021年底达到更大的高度。 

Let’s examine three different sectors and consider the possibilities ahead: 

让我们审视三个不同的行业,并考虑未来的可能性。 


Automotive 

The initial reaction from some car brands to the world of virtual was to create below par content and clunky three-dimensional, virtual versions of exhibition stands, while others pushed the boundaries with gaming concepts and real time experiences. Just one example is Ford’s SEMA experience, where audiences engaged in an ‘experience broadcast’ powered by real-time graphics of the latest customisable cars, blended with live presenters and visually engaging ‘wow’ virtual stage-sets. 

一些汽车品牌对虚拟世界的最初反应是创造低于标准的内容和笨拙的三维虚拟版本的展台,而其他品牌则通过游戏概念和实时体验来突破界限。其中一个例子是福特的SEMA体验,观众参与了 "体验广播",由最新的定制汽车的实时图形驱动,融合了现场演示者和视觉上吸引人的 "哇 "虚拟舞台。 

What we are going to see in 2021 are richer and exciting blends of gaming, real-time graphics, augmented reality and virtual reality, to provide multiple layers of interactive immersion. There will also be more journey-driven narrative experiences ‘inside’ the technology within the cars, where the products are more of a story. These virtual components will merge with live physical experiences as people eventually return en-masse to live experiences and engage with their favourite brands. 

在2021年,我们将看到的是更丰富和令人兴奋的游戏、实时图形、增强现实和虚拟现实的融合,以提供多层次的互动沉浸感。此外,还将有更多的旅程驱动的叙事体验,"在 "汽车内的技术中,产品更像是一个故事。这些虚拟组件将与现场实体体验相融合,人们最终会集体回归现场体验,与自己喜爱的品牌进行互动。


Beers, Wines & Spirits 

After an initial spate of influencer-led live streams, the alcoholic drinks category innovated virtual tastings, masterclasses and virtual parties, often led by influencers. Stand out activations include Bombay Sapphire and Absolut Vodka, who both created different paid experiences to maintain a connection to their customers and explore monetisation of virtual experiences. 

在最初一连串由影响者主导的直播之后,酒类创新了虚拟品鉴、大师班和虚拟派对,通常由影响者主导。突出的活动包括Bombay Sapphire和Absolut Vodka,他们都创造了不同的付费体验,以保持与客户的联系,探索虚拟体验的货币化。 


What we will see in 2021 is a much more holistic experience that can bring the power of the brands directly to their consumers. One of the great platforms for this are their brand homes. In fact, there are over 100 of these immersive spaces in the world, each with a unique story to tell. Opening their doors to a huge virtual audience, with a great combination of brand education storytelling, innovative tastings and interactive, entertainment content that creates powerful and compelling experiences that people are prepared to pay for. Physical trips to these brand homes will hopefully snap back into action from mid-year, but the hybrid counterpart will have found its place in the mix for the long term, providing a Win:Win for the sector. 

在2021年,我们将看到的是一个更全面的体验,可以将品牌的力量直接带给他们的消费者。其中一个很好的平台就是他们的品牌之家。事实上,世界上有超过100个这样的沉浸式空间,每个空间都有独特的故事要讲。向庞大的虚拟受众打开他们的大门,将品牌教育故事、创新品鉴和互动、娱乐内容很好地结合在一起,创造出强大的、令人信服的体验,让人们愿意为之付费。前往这些品牌之家的实体行程将有望从年中开始重新启动,但从长远来看,混合型同行将在组合中找到自己的位置,为该行业提供一个双赢的机会。


Technology 

Many Tech brands, such as Samsung and Telstra responded quickly through hybrid experiences created at their Technology Hubs, combined with an immediate grasp of connectivity to their audiences through their innate sector expertise.

许多科技品牌,如三星和澳洲电讯,通过在其技术中心创造的混合体验,结合其天生的行业专长,直接把握与受众的连接,迅速做出反应。 

What will be most interesting for 2021 is seeing an acceleration of their use of applied creativity through technology, particularly 5G. Their understanding of connected devices will enable exciting hybrid experience combinations by using multiple layers of technology together. Tech brands have the potential to super-charge connected fan experiences at festivals, music and sports experiences, offering a ‘parallel worlds’ experience for physical guests and their virtual counterparts. 

2021年最有趣的是看到他们通过技术,特别是5G,加速应用创意的使用。他们对互联设备的理解将通过共同使用多层技术,实现令人兴奋的混合体验组合。科技品牌有可能在音乐节、音乐和体育体验中为互联粉丝体验进行超级充电,为实体客人和虚拟客人提供 "平行世界 "的体验。 

We are looking forward to helping shape these experiences with our clients this year and immerse ourselves in the creative moments that await. If you’d like to find out more about how we can help your brand create and deliver a world-class hybrid experience, please get in touch with your local office to start the conversation. 

我们期待着在今年与客户一起帮助塑造这些体验,并沉浸在等待的创意时刻。如果您想了解更多关于我们如何帮助您的品牌创造和提供世界级的混合体验,请与您当地的(IMAGINATION)办公室联系,开始对话。


以上文章作者是Christophe Castagnera,Head of Connected Experiences

Christophe is a Strategist with 23 years experience for clients and agencies, specialising in experiences, communications and technology. Through working with leading global brands including Pernod Ricard, Rolls-Royce, Expo 2020 Dubai, Vodafone and Jaguar Land Rover he brings breadth and depth to his work. Christophe is also a member of the IPA Effectiveness Council, a judge for WARC and has been featured in publications including the Wall Street Journal and Campaign Magazine. As Head of Connected Experiences he is broadening our Strategic offer through business insights, research studies, creative strategy, analytics and customer experience design. Ensuring that Imagination continues to create world class moments that blend brand experience and customer experience. 

Christophe是一位拥有23年客户和机构经验的战略家,擅长体验、传播和技术。通过与包括保乐力加、劳斯莱斯、迪拜2020世博会、沃达丰和捷豹路虎在内的全球领先品牌的合作,他为自己的工作带来了广度和深度。Christophe还是IPA有效性委员会的成员,WARC的评委,并在《华尔街日报》和《Campaign杂志》等出版物上发表过文章。作为Connected Experiences的负责人,他通过商业洞察、调查研究、创意策略、分析和客户体验设计来拓展我们的战略产品。确保Imagination继续创造出世界级的时刻,将品牌体验和客户体验融合在一起。


GPJ



GPJ的信息来自页面为:https://www.on24.com/

但是你不知道的是在地址栏输入“virtualevents.com”直接跳转就是on24.com






总结


不管是FREEMAN、IMAGINATION还是GPJ,你能感觉到2020年过去了,但是2020年留给这些企业的思考没有变化。

虚拟活动,是不是活动?虚拟活动,是不是该传统活动公司来执行?
该从什么角度切入虚拟活动?怎么去做虚拟活动?
面对客户该怎样去引导客户?客户有没有虚拟活动的需求?如何引导客户的需求?

FREEMAN和GPJ(GPJ及其合作公司)都推出了解决方案和实现平台,有足够多的案例去支撑未来虚拟活动整个项目的发展与推进。

而中国大陆的公司呢。

可能尽早享受了严控疫情以及经济复苏的红利,大部分活动公司尤其是在区域营业额和客户群体较为稳定的公司,甚至在2020年第三四季度完成了2020年全年项目额的80%。他们没有时间考虑虚拟活动,甚至不会推荐客户去做虚拟活动。

公司管理者和活动行业从业者没有深刻分析客户需求,以至于在2021年1月份部分城市发生疫情反扑国家疾控升级时,陷入“茫然”。

更好的理解,虚拟活动,可能是另一个五年或者十年的机会。




-end-

以上信息来源都已注明,请查阅


x 0