INTERACTIVE EVENT MARKETING TOOL KIT: 3D PRINTING

By October 17, 2013 April 3rd, 2014 Event Marketing, Experiential Marketing

How 3D printing is changing the face of interactive event marketing

Remember when photocopying your face was a thing? You’d press the button and an extremely bright light would flash in your face?  You would hear the sound of the machine moving, followed by the sound of the paper exiting the machine and indicating your printed prize was ready: a squished up image of your lips, nose, eyelids, etc. Why did we do this again? Probably because we were immature. But also, and more importantly, because it was fun.

Well, all you former face photocopiers (and we know there are a lot of you out there, so don’t bother pretending), listen up. There is a new kid in town that is about to make printing your face a whole lot more fun. It’s an innovative new technology called 3D printing. And guess what? Not only can you print tiny three-dimensional copies of your whole head (awesome, right?), but you can also use this newfangled technology to quite literally, reshape your interactive event marketing approach.

My guess is that you have definitely heard about 3D printing and know that it has the ability to turn digital models of virtually everything into three dimensional solid objects. You may even know that 3D printing has produced one of the biggest shifts in manufacturing in recent history.  But did you know that new printing techniques have also had a profound effect on interactive event marketing and stands to change the way we promote brands?

Instead of a table, a 3D Printer?

Picture this: you are hosting an interactive marketing event and instead of standing around tables waiting for the event to begin, groups of consumers are standing around 3D printers. One by one consumers receive brightly colored, miniature samples of products, generated on the spot by this new technology. As they hold their sample and examine it, they know immediately what the real product will look like and, because 3D printing is such a revolutionary concept, they’ll want to own this tiny novel replication. They will marvel at its inherent uniqueness, and when they get home or back to the office, they will definitely be showing it to their colleagues and friends.

Or, perhaps the 3D object each consumer receives is actually a token for a promotional contest. A token that is not only branded but has a unique randomized product code. In order to win the contest, the consumer must go online and enter the product code into a website or social media site. Now, instead of spending a few seconds with your tiny product replica, your consumer is spending several minutes with it, holding it, staring at it.

The possibilities of leveraging 3D printing to create interactive marketing experiences is really endless. Not to mention the more you pair 3D printing with other interfaces, the more stimulating and exciting your consumer experience is likely to get. Remember that video wall we talked about earlier? Well why not let your consumers plug that tiny 3D printed token into a visual video or media wall and view an interactive video of the product. Now their quiet little 3D product replica is singing your company’s praises. Can your competition say the same?

Leveraging the possibilities of 3D printing into social media results

The more personalized and memorable your consumers’ interactive marketing experience becomes, the more shareable they will find the experience to be. By providing opportunities for consumers to take photos of themselves with their tiny product tokens and post them across a multitude of social media platforms, you can bring social media elements to life within the actual marketing event.

Let us leave you with one last image. Imagine a single printer set up quietly in the corner of your interactive marketing event. At first there isn’t much to see, just a printer and a couple of what looks like tiny product pieces, your consumers aren’t really sure. But soon, and as the minutes pass they notice that something interesting and completely unique is being built in the corner.

A brand ambassador is using the 3D printer to create individual pieces of a much larger display. They begin to realize those aren’t tiny individual products, they are pieces of a much larger puzzle being carefully printed and assembled, piece by piece. Now every ten minutes, everyone attending the event is stopping by the display to see how it is progressing. In fact, your consumers are finding the experience so entertaining, you don’t have to encourage them to take pictures and post them on social media; they’re doing it excitedly, all on their own.

At Midfield Interactive, our priority is creating memorable interactive experiences that authentically engage consumers. If you would like to learn more about how we use 3D printers to create more stimulating and exciting interactive event marketing experiences, please, do give us a call.

Paul Allison

About Paul Allison

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