Whether its sharing contact information during a meeting or event, or participating in a light show during a concert, information-gathering wearables like klik wristbands and badges are changing the live entertainment experience.
Klik wants to connect with people, face to face. Their line of smart wearables enables people to put down their phones and participate actively in getting to know each other.
“Klik was designed for group interaction,” said Maria Koneva, account manager, klik.
“Scanning QR codes just to put someone in your contacts is an awkward interaction. So is having to pull out your phone and enter someone’s information. Klik solves that problem.”
The product comes in either a wristband or a badge, and both simplify the process of connecting. “All attendees have to do is touch their wristbands together and the contact information goes to participants' online klik profiles,” explained Koneva.
Klik is a web-based platform that can be accessed via phone or desktop. It compiles new contacts, a personal calendar of events to attend and other relevant event information. The action of clicking or bumping your wearable with someone else's allows the exchange of the information.
“All your different klik events are saved on the platform so it's possible to go back at any time and retrieve the information from a past klik event or to download a list of the contacts you made,” she said.
Klik also serves up data for the event organizer. “Often event operators are blind to what happens after someone shows up at their event,” said Koneva. “With klik, organizers can see who is in what room, how many people are in a session, where the people in the room are from. For example, if there are people from Europe in the room interacting with people from the U.S. or how many people are in the lobby during sessions and, of course, who is interacting with who at an event.” Klik also can deliver content from any session through PDFs.
“It’s important not to underestimate the value of data,” she said.
To avoid the “creepiness factor” klik does not track a guests’ particular location, only who from a set list of parameters is in a rectangular area and how many people are in that space. “We don’t know if you are standing by the window or the coffee machine,” she said. “We only want to know how many people are in the rectangular space and how long they stay there.”
Koneva said that data suggests that a healthy 60 to 70 percent of guests participate in using the device to share contact info, and a typical guest shares their contacts with another guest between five to 12 contacts per person at a 1,000 to 2,000-person event. When exchanging contacts happens through apps or social media platforms, the adoption rate is much lower, usually around 15-25 percent, she said. “The fact that it’s web-based, and not a download, is very attractive to our clients and their guests.”
Guests are given the wearable for free. The costs of the wearable can vary from $10-$25, for events between 500-20,000 people and would go lower with higher attendance, said Koneva. Built into the cost is also the on-site support and equipment to control the devices.
Blue Flame is a global brand activation and production company that has used klik. “We first learned about klik while searching for interactive tactics to bring a creative engagement strategy to life for an event we were producing in San Francisco,” said Blue Flame creative strategist Beryl Jacobson.
Blue Flame’s clients were Silicon Valley executives, some of the most tech-savvy, innovative and creative people on the planet. “We approached this challenge by creating a concept that used LED bracelets in multiple ways throughout the event,” explained Jacobson. The registration portion of the evening was one of the smoothest registrations of guests we have ever executed. Guests who were already in our database who RSVP’d, moved through the process in less than 30 seconds. And guests who were not in the system and came as a plus-one, or a last minute attendee, took less then a couple minutes.”
“We captured event experience data on the back end, such as a way to see what products and areas were most frequented by guests and more,” he said. “The results were also very valuable to the client for targeted post-event communications and to gauge future business prospects and sales and partnership opportunities.”
The wristband also contains a color-changeable light. “We can remotely control the light in the wristband and turn them on and off, or switch color, to make a pixel,” she said. “By controlling the lights, we play with their emotions. Instead of just looking at a show, the fan is part of the show.”
This feature was used by the promoters of Taylor Swift’s last tour. Thirty thousand to 80,000 thousand fans were given a wristband at 87 shows. The bands were also employed at Super Bowl 2014 and the Sochi Olympics. The cost of the wristbands ranged $4.5 to $12 for just for the lightshow feature.
Although klik is not interested in placing a payment platform in their devices, Koneva said that the devices are RFID-friendly and an organizer could embed a payment feature.
Klik’s largest event was around 20,000 people over three days. It was a festival/conference hybrid. Currently, 75 percent of klik’s business is from conferences and 25 percent festival and special events.
↧
CONNECTING WITH A FLICK OF THE WRIST
↧