By Laura Kobylecky

Normally, a convention like CES has a big expo hall with a variety of companies and promotional marketing techniques. This year, at online CES 2021, that has been replaced with a virtual exhibit hall. It is a section of the CES website where the exhibitors are listed alphabetically.

You can also narrow the exhibitors by category. Click on their name and you will go to a page with some basic info and whatever facts, media, and contact information they choose to provide. There is also a chat function available. Some of them have a “microsite,” a custom website they have created solely for their CES presence.

P&G LifeLab

Proctor and Gamble have taken it a step further. They created a virtual world, accessible as a microsite. It is called LifeLab. In some ways, it is the recreation of a basic experiential marketing event at a convention. There is an event “footprint,” a small area transformed into a branded space where they have demos. There are brand representatives roaming about and waiting to help or explain.

#CES2021 features a virtual exhibit hall
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When you first click on the microsite, you are offered the chance to modify your avatar. The standard is a genderless blue form in tan slacks and a black long-sleeve shirt. You enter an elevator and appear to be traveling through the void of space, except the stars are replaced by various P&G products.

You leave the elevator to enter a large white room. There you can go to other areas, like the strangely dark “Oral B” world. You walk up to videos and they show animated screens with bacteria and speak ominously about tooth decay. The audio is dimensional. As you turn to leave, the sound retreats quietly and in a spatially-correct direction.

Overall P&G's LifeLab it is an interestingly ambitious experiment in virtual experiential marketing
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On the main floor, you can speak with the representatives. If you stand still, they are likely to approach. They speak to you with real human voices and human names and you realize that these are probably actual humans. They offer to explain things to you and you can press space to speak. Or you can back away without speaking. Oddly enough, the experience seems slightly more awkward than avoiding a conversation in real life, perhaps because the room is so empty.

If you walk by other people, you can hear their conversations too. This experience is also rendered with appropriately dimensional sound. There are “private” sitting areas you can go to if you would like to speak without all ears on your conversation. There is also a chat function for those who choose not to speak.

Proctor and Gamble have created a virtual world, accessible as a micrositem called LifeLab
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If you walk to the edge of the room you see a beautiful coastal view through a giant glass wall, but you can walk no farther. It might be a lake or an ocean. How this striking coastline relates to the LifeLab remains a mystery, but it makes the strange, white, room you roam in seem more bare and stark by contrast.

Occasionally, a small group of birds flies by randomly. You hear their calls at random points throughout the hall. Their sound, like the rest, is spatially placed, to a haunting effect as their voices echo in the room. They seem as hopeless as a sparrow in a grocery store. Who are these birds and how did they become trapped in the LifeLab? The answer is a mystery, known only to the makers of this mysterious lab.

Overall, it is an interestingly ambitious experiment in virtual experiential marketing. The graphics ran smoothly and the overall layout seemed well designed. I can imagine companies seeing this as a cost-effective substitute for the live events they would normally do.

Oddly enough, the experience seems slightly more awkward than avoiding a conversation in real life, perhaps because the room is so empty
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Does it meaningfully recreate the level of engagement normally available at a convention? Probably not. However, the P&G LifeLab is an admirable attempt at engaging marketing in a socially-distant world.

Tech Trends’ Digital Consultancy services offer support for companies looking to enhance brand strategy with immersive technologies such as Virtual, Augmented, and Mixed Reality

Laura Kobylecky is a contributing writer to Tech Trends. She is particularly interested in new and emerging technology and culture. Connect with her on LinkedIn 

The post Virtual Marketing at #CES2021 appeared first on Tech Trends.

Tech Trends is an official media partner of VRX 2019 and our readers can get a $200 discount on their ticket price by using the code 5049TECH200
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According to one study, the extended reality (XR) market is forecast to grow to more than $209 billion in the next four years, an 800% increase from their 2018 prediction of $27 billion. Whatever the true figure, it is beyond doubt that this technology is set to revolutionize industries across the world, with more verticals than ever seeking to drive business growth by leveraging its potential benefits.

After consultation with numerous stakeholders, the VRX Conference & Expo 2019 has adopted a new format, focusing on the particular challenges of specific industries
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With a solution-driven agenda focused on enhancing the consumer experience of XR and driving its adoption, the VRX Conference & Expo 2019 will return to San Francisco, taking place December 12-13 at the Hyatt Regency San Francisco Airport Hotel. Key virtual and augmented/mixed reality stakeholders will share the visions, challenges and solutions they have encountered, discussing how XR can boost ROI, propel their business forward and engage consumers through immersive, innovative experiences. More than 600 attendees from across 10+ enterprise and consumer verticals, will join a senior speaker line-up focused on filtering through the hype around VR, AR and immersive tech. The VRX Conference & Expo 2019 speaker line-up includes senior executives from HTC Vive, ExxonMobil, DreamWorks, Paramount Pictures, HP, Survios, Nestlé, Bayer Pharma USA and others.

The VRX Conference & Expo 2019 speaker line-up includes senior executives from HTC Vive, ExxonMobil, DreamWorks, Paramount Pictures, HP, Survios, Nestlé, Bayer Pharma USA and others
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Aiming to connect established technology leaders with those just embarking on their extended reality (XR) journey through high-quality content and networking, VRX 2019 will see over 80 speakers from across more than 10 industry verticals take to the stage. Through a unique blend of interactive sessions, case studies, seminars, and live demonstrations, the VRX agenda will explore how XR can bring value to brands and customers alike, engaging consumers through immersive and innovative experiences and discuss current challenges and solutions to the uptake of XR.

VRX 2019 will see over 80 speakers from across more than 10 industry verticals take to the stage
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The agenda will cover both enterprise and consumer XR, including AEC, automotive, manufacturing, retail, healthcare, gaming, film, TV and beyond, with the underlying aim to go beyond the hype of XR to understand what are the keys to mass adoption and apply cross-industry knowledge to boost business productivity.

The full speaker list can be accessed on the VRX website. Among those confirmed to speak at VRX 2019 are Jae Lake (Lead VR Specialist, Expedia), Raj Pallapothu (mHealth Global Business Lead, Bayer Pharma US) and Shelley Peterson (Principal Investor – Augmented & Mixed Reality, Lockheed Martin), as well as:

• Fern Nibauer-Cohen, Director, Patient Engagement and Business Development, Penn Medicine
• Kyle Daughtry, Immersive Technology Design Lead, ExxonMobil
• Joel Breton, President Sixense Studios, Sixense Enterprises Inc.
• Anne Stephens, Global Vice President of Category Expansion, ABInBev

Access the full speaker list here

“Unquestionably the best conference of its kind I’ve been to. The quality of the presenters, depth of thinking, and real-world experience on hand was exceptional.”– Skip D’Amico, Global Manager, Digital Innovation, Cadillac

This year’s event focuses on customer-centricity to drive consumer and enterprise adoption. With 8 new deep-dive seminars into core market growth areas, attendees will have the chance to hear from leading end users in each of these segments and debate with like-minded individuals, on top of the usual thought-leading topics around the latest hardware, software, content and market disruptors.

The extended reality (XR) market is forecast to grow to more than $209 billion in the next four years
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After consultation with numerous stakeholders, the VRX Conference & Expo 2019 has adopted a new format, focusing on the particular challenges of specific industries, rather than solely high-level content. With detailed case studies covering industries from entertainment, energy, electronics and more, attendees from all verticals will benefit from the detail and insight on offer.

“It provided some of the best access to large clients of any event we have attended. It was easy to meet and have impactful conversations. Definitely having many follow ups as a result.” – Kyle Jackson, CEO, Talespin

VRX Conference & Expo 2019 will return to San Francisco, taking place December 12–13 at the Hyatt Regency San Francisco Airport Hotel
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This year at VRX 2019, we are focused on putting customers first to drive consumer and enterprise adoption of XR. With 8 new deep-dive seminars into core market growth areas, attendees will have the chance to hear from leading end users in each of these segments and debate with like-minded individuals, on top of the usual thought-leading topics around the latest hardware, software, content and market disruptors.

With detailed case studies covering industries from entertainment, energy, electronics and more, attendees from all verticals will benefit from the detail and insight on offer
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As the global XR industry continues its rapid expansion, the VRX Conference & Expo 2019 is dedicated to providing a forum for debating the crucial hardware and software requirements for seamless user experience, helping businesses to look ahead, build project pipelines and ultimately drive innovation.

As the global XR industry continues its rapid expansion, the VRX Conference & Expo 2019 provides a forum for debating the crucial hardware and software requirements for seamless user experience
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Tech Trends is an official media partner of VRX 2019 and our readers can get a $200 discount on their ticket price by using the code 5049TECH200

Tech Trends offers a broad range of Digital Consultancy services to guide companies, individuals and brands in effectively leveraging existing and emerging technologies in their business strategy.

Alice Bonasio is a VR and Digital Transformation Consultant and Tech Trends’ Editor in Chief. She also regularly writes for Fast Company, Ars Technica, Quartz, Wired and others. Connect with her on LinkedIn and follow @alicebonasio on Twitter.

The post Tech Trends at #VRX2019 appeared first on Tech Trends.

The LEGO Foundation welcomed global education and childhood development experts to its annual Idea Conference at LEGO House in Billund, Denmark, known as the ‘home of the brick.’

The LEGO Idea Conference is a call for the disruption of traditional education systems as the LEGO Foundation firmly believes that the current education system is not fit for purpose, and does not prepare children for a future in a complex, constantly changing world. Thought leaders, practitioners, researchers, government representatives, and social innovators came together to discuss different approaches, with a focus on learning through play and to discuss how we might address the global learning crisis and ensure children develop the breadth of skills they will need to thrive and succeed. This year, keynote speakers included Jaime Saavedra of the World Bank, Rebecca Winthrop from the Brookings Institute, and a range of innovative entrepreneurs in the education space.

The LEGO Idea Conference is a call for the disruption of traditional education systems
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Opening plenary: Gearing up – Tuesday 10 April from LEGO Foundation on Vimeo.

“The LEGO Idea Conference is the LEGO Foundation’s flagship moment of the year. We are excited to bring together thought leaders from around the world.” Explained John Goodwin, Chief Executive Officer at the LEGO Foundation. “Our children face an uncertain future and it is vital that we prepare them for the challenges that lie ahead. Current learning systems are no longer fit for purpose and traditional education has consistently overlooked the importance of developing children’s breadth of skills.”

This month the LEGO Foundation welcomed global education and childhood development experts to its annual Idea Conference at LEGO House in Billund, Denmark
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LEGO Idea Conference 2018 – Copyright Niels Åge Skovbo/Fokus

The LEGO Foundation closed the conference by outlining a set of global principles for the advancement in a breadth of skills
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“The disproportionate focus on standardised testing and knowledge retention is not setting them up for success. Learning through play, when coupled with traditional teaching practices, harnesses the wide range of skills needed, from creativity and critical thinking to problem solving and collaboration.” Goodwin continued. “We have convened 400 experts to discuss and contribute tangible solutions towards evolving traditional educational systems and approaches.”

Learning through play, when coupled with traditional teaching practices, harnesses the wide range of skills needed, from creativity and critical thinking to problem-solving and collaboration
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Tinkering with Art Machines from LEGO Foundation on Vimeo.

This year’s Idea Conference also marked the award of the prestigious LEGO Prize, presented to individuals or organisations that have demonstrated outstanding commitment to the improvement of children’s lives and the promotion of learning through play. This year’s winner was Sir Fazle Hasan Abed, Founder and Chairperson of BRAC, one of the world’s leading development and humanitarian organisations. As part of the prize, he will receive a $100,000 cash reward, which will be used to strengthen BRAC’s support for children living with neuro-developmental disabilities and their families.

CEO John Goodwin welcomed 400 delegates from around the world to share insights into approaches to learning for children
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LEGO Idea Conference 2018 – Copyright Niels Åge Skovbo/Fokus

“It is an honour to receive the esteemed LEGO Prize, and I am delighted to be a part of this fantastic conference. Every child deserves the opportunity to grow and develop. This generous financial contribution will support the holistic development of an underserved group of children in Bangladesh with special needs,” said Sir Fazle Hasan Abed.

From the beginning of his career and the establishment of BRAC, Sir Fazle has viewed education as a crucial catalyst for change. His belief that education is about more than just schools and books is reflected in the constant innovation that is a cornerstone of BRAC’s approach. Since launching its non-formal education programme in Bangladesh in 1985, more than 11 million children have graduated from BRAC’s primary and pre-primary schools.

From the beginning of his career and the establishment of BRAC, Sir Fazle has viewed education as a crucial catalyst for change
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BRAC has set up more than 1,400 play-based early childhood development centres across Bangladesh, Tanzania, and Uganda, where close to 40,000 children aged 1 – 5 years are presently enrolled. These include more than 200 Play Labs supported by the LEGO Foundation. In the Labs, pre-school children have access to age-appropriate play materials, a play-based curriculum, and play spaces that ensure their holistic development.

“At BRAC, we pride ourselves on taking an innovative approach to early childhood development and education and share the LEGO Foundation’s passion for learning through play. Through our Play Lab programme, we have seen first-hand the power it can have in a child’s development,” Sir Fazle added.

LEGO Idea Conference 2018 – Copyright Niels Åge Skovbo/Fokus

The Play Labs connect parents and caregivers with their children through regular play sessions, while creating livelihood opportunities for young women from the community by training them as play leaders. No other development organisation can match the range, quality, scale and effectiveness of BRAC’s education programme. Operating across 11 countries in Asia and Africa, BRAC’s is the largest secular, non-formal education system in the world.

The Play Labs connect parents and caregivers with their children through regular play sessions
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Following two days of speeches, hands-on interactive sessions and innovation sharing, the LEGO Foundation closed the conference by outlining a set of global principles for the advancement of breadth in skills. In addition, the Foundation pledged to a new advocacy effort, drawing on these principles and the work done by the conference delegates this year.

Tom Atkinson is a Digital Producer & Photographer at R3Digital and Reviews & Dept. Editor at Tech Trends. Connect on LinkedIn and follow him on Twitter @R3Digital

The post Learning by Playing with LEGO appeared first on Tech Trends.