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When Crest and Oral-B launched the new 3D White Collection, a suite of whitening products that includes Professional Effects Whitestrips, Vivid Toothpaste, MultiCare Whitening Rinse and the Oral-B Pulsar Advanced Vivid Toothbrush, the companies decided that a plain old two-dimensional red carpet event wasn’t good enough. So they went to artist Julian Beever, who created a 3D “White Carpet” in New York City’s Herald Square on April 6.

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.

 Choosing the Right Technology

 Alicia Dietsch, vp-marketing at AT&T, detailed in her keynote Wednesday the ways in which live and digital experiences are making it possible (Rethink Possible is the company slogan) to tell its 130-year story to customers more effectively than ever before.