Technology

Whether you're presenting at the premiere industry event of the year (Event Marketing Summit, anyone?) or calling for votes on this year’s “American Idol,” you want, no, you need to know what the folks listening in are thinking, and they need to know you give a damn. In the world of digital audience interaction and response tools (you’re not still using paper, are you?), there are two options: dedicated handheld systems or attendee-owned mobile devices.

Taking advantage of the foot traffic from the many discussion panels on the fourth floor of the Austin Convention Center, Microsoft set up a chic booth (a black and white Audrey Hepburn print on the wall set the tone) divided into three sections showcasing its Windows 7 technology, Silverlight (a free, cross-browser, cross-platform plug-in that enables Internet applications and media experiences online) and its gaming offerings.

YES, IT’S A TOP BUZZWORD ALREADY. No, you don’t really understand it. To the uninitiated, the very term “Augmented Reality” may seem a little Star Trekky, but it’s not that far out there. Through AR, developers superimpose computer-generated images over a real-world environment in real time. The firstdown line superimposed over the field on football games shown on tv is a rudimentary example.

The EA Sports Active fitness game for Nintendo Wii is on the second leg of its Get Active Tour, visiting shopping centers and fitness trade shows in the UK. It kicked off last June and ran through October, then picked up again in January and will run through the spring. At each location, EA sets up its sleek footprint featuring the games’ signature colors of white, green and blue with a demo stage and two pods where consumers can get up-close-and-personal with the game. Two brand ambassadors demo the game on stage while additional staffers at the pods work with consumers one on one.

The U.S. Army on Feb. 11 launched Army-Race for Strength, an interactive Augmented Reality (AR) game, to engage prospective recruits and showcase the technology and training used to develop strong soldiers. The AR game debuted at the Army’s Strength in Action Zone exhibit at Daytona International Speedway, Auto Club Raceway in Pomona, CA, the Chicago Auto Show and online via a downloadable version. Besides NASCAR and NHRA races, it will roll out within the next few months into all of the Army’s events system-wide, including state fairs, air shows and high school visits.