How apps enhance experiences at events
When the smartphones appeared, the world was able to imagine all the opportunities that a new portable and fully customizable technology would be able to offer, from the enhancement of the management processes to the simplification of daily tasks. But, were we able to imagine how the smart devices could change our way of living experiences?
Smartphones are increasingly become a necessary good. None of us leave our homes without them. In fact, is more probable for us to forget the wallet than the smartphone nowadays. Smartphone’s applications are, meanwhile, increasing in number and improving its quality day after day. With more than 1B apps already in the App Stores, these tools cover all the markets we can imagine. The continuous technological improvement, along with the increasing penetration of smartphones have made business, brands, and advertisers see apps as a perfect way to reach all their audiences.
As traditional advertising did, business communications through mobile started being merely informatives and pretty botherings. Based on banners on the screen, mobile ads called for a click that redirected us to external websites where sells tried to be done. Not creative. Not powerful. Nevertheless, the technological improvements, along with the experience acquired in the media have revealed lots of new ways for B2C communications, and have introduced us into a second era of mobile communications. It’s the experiential communication time.
At this point we could be wondering, how technology is capable of creates experiences? how could a smartphone reach to thrill us?
For Gesualdo Bertellotti, Co-Founder and Director of Tictapps, “Emotions and experiences are already there. What we have to do as technological experts is to detect them and bring to the foreground. After that, we can work on amplify the user experience. Apps are a unique tool for this goal.”
As an example, Bertellotti brings the case of Personal Fest, one of the biggest music events in Argentina for which Tictapps developed its application. “The first thing we had to for Personal Fest was to detect the management critical points that could be improved thought mobile. In this case the critical points were the ticket purchases, the check-in processes, and the distribution of information before the event. We cannot forget that is not possible to create positive experiences or thrill users when the primary services fail. Once all the services are reachable and works perfectly smooth, we are ready to take the second step, that is thinking as users do. Investigate which are their motivations; understand the expectations and seek for the key moments that make them goosebumps are keys to success”
For those reasons, companies and brands are recommended to first investigate their market before start thinking in mobile. Furthermore, it’s recommended to study them from the inside, and it’s means taking users itselves as the main information source. On the other hand, for detecting the management critical points, Bertellotti recommends to “Establish a timeline that represents all the moments users go through. From the first search of the purchase to the effective buy and the sales service. This is the only way we don’t miss a thing.”
Finally, the third step we should take when the expectations, critical points and motivations are determined, is to figure out how to make them more personalized and nearer to the user. This is the mobile goal.
“We detected three main moments at Personal-Fest: the concerts, the breaks, and the post-event. We found a common insight in all of them: the social character of the user.” Bertellotti explains “Tictapps designed and developed all the app’s functions taking it into account”. Some of these “based-on-socialization” functions are the followings:
- Light up: a system that recognizes the hand movements in a concert, and enlights the smartphones’ screens with different colours. The goal: making all the devices work in unison, as people’s hands do were a slow song sounds. This is a perfect example of reinventing through technology a “social act” that already exists, in order to surprise.
- Treasure Hunt: using QR codes, Personal Fest organized a treasure hunt for cheer up the concert breaks. QR codes were used as the game’s clues, which users had to found and detected with their smartphones, playing alone or in group. The idea was to give a different perspective to a classic game by using technology. It made the difference. Users want experiences, want to be surprised not only at the concerts but all along the event. Dead times while waiting? Bad idea. Tailored activities that make them participate? Sure success.
- QR-U: Meeting nice people is one of the factors that made an event unforgettable. No doubts about that. QR-U worked on this purpose. Introducing a personalizable message, users were able to print their own QR sticker and made other people read it from their devices. “Smartphones have an incredible power to surprise. The challenges are no longer on technology. Challenges are just in our imagination capability.” Bertellotti assets.
But not only business, brands and event organizers agree that technology is turning events upside down, also do best Dj’s. World famous Dj Hardwell expressed itself that “technology has grown to play one of the most important roles in the festival experience”. In 2015, users demand unique experiences in which they can play a part. They want them more personalizable and more suprising, and they want them ready to be shared with the world. Offer it to them it’s not longer an option but a need, and much more is coming.
Posted by María Murillo