Kenneth Briodagh

This will be a big year for the auto industry if the rising sales figures are any indication (welcome back to the top spot, GM!), and accordingly, several brands have put the pedal to the metal for this year’s auto show season. Technology is a star player for the brands seeking to draw press, industry and consumer attention, but the experience is what’s keeping the heat on and helping them broadcast the message that they’re back in a big way and ready to roll into the new year. EM brings you the highlights of this year’s auto show circuit.

Every conversation in the event marketing industry eventually comes around to technology. You want to know what tools are out there to make your jobs easier, make your programs more successful and most crucially, make your target consumers love you the most. We have heard your clarion calls for help and now, with this new monthly series, EM’s own Ken Briodagh will collect and codify the hottest, newest, most interesting, best (and sometimes worst) technological doohickeys available to you.

L’Oréal USA, a sponsor of Fashion Week in New York City last week, took over a fleet of city taxicabs with a “Snap-to-Buy” technology. As Fashionistas rode from fashion shows to after parties and back, the brand entertained them with videos featuring L’Oréal USA’s Yves Saint Laurent-branded makeup and beauty product how-to videos. After the entertainment and education, the riders got the opportunity to scan a “Shop the Look” QR code to purchase the products showcased in the video, right on the spot.

Premium sunglasses and goggles maker Zeal Optics is heading out on the second leg of a mobile tour this spring to hit beaches and outdoor events with its mobile showroom in an effort to attract hip consumers and generate sales. The first leg has been travelling to ski resorts and hot spots this winter showing off the brand’s goggles, which are GPS-based and give the skiers speed, elevation and timing on their runs. That tour began this past November, is still on the road and will visit the Teva Mountain Games in Vail, CO, Feb. 10 to 12.

The Super Bowl Village, the official fan zone for Super Bowl XLVI in Indianapolis, has been the center of activity in the week before the big game on Sunday, Feb. 5, and this year the Super Bowl Village Host Committee that handles the activations around the game has set out to bring some of the experience to the online audience, too.