Technology

THE IPHONE, BLACKBERRY, PALM, ANDROID and other smartphones are, according to some experts, slated to become the device of choice among consumers, bypassing even the personal computer and laptop over the next year. As always, in-the-know brand marketers at companies like Autodesk, MillerCoors and eBay are riding the knife-edge of progress and creating exclusive branded apps that tie into their live events and keep their brands top of mind among consumers.

Virtual events are one of the fastest growing platforms in the event industry. Yet despite their slick graphics, 3D environments and high-tech appeal, the pervasive question remains: How do you engage with attendees if you can’t see, touch or talk to them?

For many event marketers and their customers, taking the leap into virtual events can feel like a trip to a foreign land. Whether they are using a virtual platform to complement or replace a live event, marketers worry that their attendees won't sign up, won't show up or won't know how to participate once they get there. But what they may not know is that virtual events are strikingly similar to live events. Yep, that’s right, Dorothy. It may feel like you’re not in Kansas anymore but rest assured, there’s no wizard behind the virtual curtain.

This is the story of the maiden voyage of Virgin Spaceship Enterprise and how the company known for being ahead of the curve showed 800 VIPs and members of the press on Dec. 7, in Mojave, CA, that it wasn’t restricted by anything—even the curvature of the Earth.