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Virtual Reality as a Live Event Marketing Tool

Virtual reality. The very phrase probably conjures up images of a futuristic, computer-driven landscape  you might see in your favorite sci-fi movie. It’s less likely that you’d associate the next-gen tech with a disconcertingly  up close, flea’s-eye view of carpet piles in your virtual living room. But that’s exactly what we built for a client who wanted to make an impact at an industry trade show The result? A booth packed all day with visitors itching for a chance to immerse themselves in the experience.

Trade shows are a tough racket. So many factors can make or break your success. But for one leading animal health care company, creating a virtual reality experience was the differentiator they needed. Here’s how we did it.

Trellist example of virtual reality as an event marketing toolThe VR “Wow” Factor That Packed the Booth

When the client approached us with the idea of a VR experience at their upcoming trade show, the requirement seemed nearly impossible. They needed a deliverable that was high-tech and impressive, while also inexpensive to implement and reusable.

The client manufactures and distributes products and services intended to treat pathologies common in “companion animals”—yes, that’s right, fleas. They needed to make an impression with veterinary professionals and suppliers at one of the biggest industry conferences for learning and networking. The stakes were big, and the competition was steep.

To help them stand out, we built a VR experience that begins with the conference attendee donning a pair of Google Cardboard (googles) and headphones, which were hooked to a smartphones loaded with the VR app.  By clicking on the top of the Cardboard, the experience is underway.  The attendee finds themself standing in a virtual living room as gentle music plays.The furniture looks comfy enough to sit on and the fireplace crackles with the sounds of a roaring fire.  A barking sound behind them as causes an instinctive reaction of turning their heads to find a dog playing with a ball, trying to get their attention.  Suddenly, the music changes to sinister, as the attendee being to shrink and descend down into the carpet, à la Honey, I Shrunk the Kids.

The carpet is teeming with flea eggs and larvae from the homeowner’s favorite furry friend. It’s the gross-out factor that drives home just how damaging these pests can be, and helps the attendees understand the value of the client’s product. After all, who wants their family rolling around on at a carpet overflowing with flea larva?

The experience ends with the viewer zooming back out of the carpet to see the client’s key branding messages.

The tradeshow was so successful that the client took the VR experience on the road, bringing it directly to veterinary offices around the nation.   The Google Cardboard was branded with their logo, which made for a sweet swag. 

Methodology and Process

To create this VR experience that helped our client exceed their marketing goals at this tradeshow, our methodology included:

  • Storyboarding and Estimation: We defined the storyline of the virtual experience in order to finalize the cost estimate. This included concept development, storyboard development, requirements documentation, solution architecture, and pricing and timeline development.
  • UX and Design: We created the visual elements of the script including scenes, images, interaction, and sound in order to develop a working 360-degree virtual reality prototype. This step included direction and blocking; copy and script development; imagery, music and object selection; prototyping and shooting; and creation of a deployment plan.
  • Development and Implementation: We built the final app needed to deploy to the smartphone and to YouTube (which can play 360 and use Google Cardboard), so the user could download the VR app from the app stores or play on YouTube. This involved post-production and editing, mobile app development, quality assurance, user acceptance testing, storefront preparation, and deployment.

VR is one way to stand out from the crowd at a trade show, but your goal should always remain at the forefront of your priorities-- not just the technology we use to help you reach it. If you’d like to explore an innovative approach to your next trade show, contact us at info@trellist.com.

About the author

Primus Poppiti

Digital and Mobile Consulting

Primus has over 30 years of experience in information technology. He has guided digital development teams and managed vendors for clients ranging from small startups to large corporations. He has significant experience with the pharmaceutical industry and regulations, including building direct-to-consumer (DTC) websites for top pharma brands. Primus also has provided technical strategy to a number of hospital systems and healthcare innovation centers in the Northeast region.

About Trellist

Trellist is a professional services firm delivering performance-driven business solutions that are flexible, innovative and optimized to maximize efficiency and return. The firm consults on, and integrates, data with marketing, design, technology and digital services for clients at the global, national and regional level. Trellist utilizes a unique approach to business—from the firm’s employee-shared structure, to how it partners with its clients. 

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