Technology

To demystify its often sci-fi-like job descriptions, the United States Air Force is bringing to life its “It’s Not Science Fiction” campaign inside a 6,400 square-foot Command Center Alpha augmented reality tour. Potential recruits are immersed in a cutting-edge 3D setting inside a 53-foot trailer divided into three experiences, which include video, audio and downloadable information on all aspects of the U.S. Air Force.

Everyone has seen the virtual event lobby, right? There’s usually a rendering of a modern-looking conference center peppered with animated people standing around talking to one another. And there’s either a video or a central image of a person that acts as a concierge ready to instruct attendees on how to navigate around the environment. Well, that kind of cookie-cutter virtual experience won’t be greeting your attendees for long. Totally customizable environments are just one of four major innovations rocking the world of virtual events this year.

Motor sports network SPEED Channel has incorporated a new technology into its experience at NASCAR races that measures the impact of its events and how many people it is reaching.

 Creating an Experiential Marketing Department from Scratch  

 Deborah Nelson, senior vp-marketing at HP, gave attendees a behind-the-scenes look into how HP’s marketing department is leading the charge within its organization to fully leverage and realize the power of social media. She encouraged attendees to become agents of change, too. “We need to take a fresh look at how we define marketing,” she said. A few highlights from Nelson’s presentation: