When it comes to digital technologies at brand experiences, they are for the most part used as separate stations. However, they can also be an incorporated integrally into the event, support the organiser and enrich the event. The NFC-based tool kit CONNECT developed by Atelier Markgraph brings together precisely that: on the one hand it serves as integrated guest management with comprehensive communication and analysis functions, on the other it offers the guests interactive experiences by means of smart wearables that can be personalised. CONNECT was first used in Amsterdam as part of the Mercedes-Benz EQnight.
Guests can have their NFC bracelet personalised at various multimedia modules, as well as exchange contact details and gather information about the event. An intuitively designed user experience supports and promotes usage, the revision of one’s own profile, as well as the exchange of information amongst each other. The tool kit is supplemented by a largeformat digital media installation. The animated installation “Face of the Night” gathers the profile photos of the attending guests and at each use it adopts a new, constantly changing face. Before, during and after the event, constant communication among the guests is possible with the help of a mailing and data management system that complies with the GDPR, starting with the invitation and the online registration on a landing page, through to the real-time communication on site and a summarising email the next morning with all the collected contacts and information. In addition, the tool kit offers the organiser a quantitative analysis of the event’s key performance indicators.