• Jonathan Lee

6 amazing use cases for AR/VR technology within the events industry

This week some of our team are over in Perth speaking at the Australian Event Awards and Symposium. We were asked by the event organisers to educate 300 people from the events industry on the benefits of augmented and virtual reality.

With this fresh in our minds, we thought we would run through some of the ways that event organisers can bring AR and VR into their events to create unique interactive experiences for their audiences.

As AR and VR technologies are becoming more accessible, the use cases for these technologies, particularly in the live space are starting to explode. This is particularly true for experiences in the live space. Trade shows, exhibitions, conferences, and festivals all rely on customer engagement, entertainment, and education to really captivate their audiences, Interactive technologies are the perfect way to deliver on these key objectives.

So how can AR and VR technologies really deliver value or improve the customer experience at events?

Our core belief here at VI is that AR or VR needs to have purpose, and we always look at how we can help deliver entertainment, utility or education for our partners.

We have selected 6 campaigns to showcase how AR and VR technologies can be used effectively within the events industry.

(1) Entertainment

Visual and Historical Takeovers The ArtScience Museum in Singapore, in collaboration with World Wildlife Fund (WWF), created an augmented reality exhibit titled ‘Into The Wild‘. This is a truly immersive experience that visitors can access through the eyes of a forest ranger. The objective of the campaign was to highlight the story of deforestation and what is driving certain species of animal and their habitats to extinction.

During the experience visitors get to visit a world with animals reflecting those seen in Rimbang Baling, a wildlife reserve in Indonesia, which WWF is aiming to raise awareness and save through this exhibition.

Through visual and interactive storytelling, the ArtScience Museum is able to convey key messages about ‘extinction’ and ‘conservation’ in a powerful and innovative way.

Check out the campaign on the video below.

Interactive Digital Screens

Another great example of delivering entertainment through interactive technology was the recent ‘Pose With the Pros’ campaign for the Dallas Cowboys through their partnership with AT&T.

Using interactive digital screens, fans were awarded the opportunity to digitally jump into a photo with their favourite Cowboys players. Fans could take a selfie with their favourite players and share their memory socially and beyond via the AT&T Immersive Columns located inside AT&T Stadium.

With 50 million impressions and counting on social media, in just the first few days, it's easy to see the value of this type of experience, Both fans in person and via digital platforms are ecstatic for this first-of-its-kind experience. These results really demonstrate the power of interactive screen technology in driving connection with fans and attendees at events. This type of mixed reality experience is easy to create and it can be scaled easily to multiple locations.

Check out the video below.

(2) Utility


A great use case for AR technology at events is wayfinding.

Earlier this year we launched a campaign with creative agency Vandal and the Tramsheds shopping centre here in Sydney. Using physical markers, we implemented wayfinding technology into the shopping centre so that shoppers could navigate their way through the physical space. The wayfinding technology integrated useful information about the various stores, restaurants and amenities that were available in the shopping centre. This is a great use case for technologies like augmented reality. Using their own mobile device, people can navigate through physical locations like theme parks, zoos, exhibitions, trade shows, festivals and conferences. As the experience is digital, the content can be updated seamlessly without changing the markers.

Check out the video below.


One of our favourite examples is the Apple Park AR project.

When Apple Park’s Visitor Centre opened to the general publicone of the features many people were most excited about was the interactive augmented reality experience. This experience was built by Apple to show guests what the new campus was all about.

By using the app, visitors could get a birds-eye glimpse of the entire campus, and even raise the roof of any building to look right inside. The app overlaid foliage, lighting effects, and building details onto the plain aluminium model. Augmented and virtual reality technologies are great ways to visualise event spaces and site designs prior to physically building them.

Check out the video below.

(3) Education


In 2014, NRMA Insurance used virtual reality technology to promote car safety.

NRMA set up crash test dummy simulations at dedicated car showrooms that let a 'driver' experience what it’s like to be in a car crash – first in a modern car and then a Commodore from 30 years ago.

The tester sat in a real car linked to a hydraulic system that moved the car in sync with virtual movements in a 3D simulation. This was a great example of using virtual reality technology to educate drivers on the impact of a car crash and also the developments made to car safety over the last 30 years. As virtual reality allows us to create a truly virtual experience, we are able to use this medium as an effective training tool.

Check out the video below.


Lastly, we thought we would finish with one of our own campaigns.

Working with the Royal Flying Doctors Service Museum in Darwin, we re-created the bombing of Darwin from WW2 as a virtual reality experience.

By creating an accurate historical depiction of the Japanese attack on the city of Darwin, on the 19th February 1942, we were able to deliver an incredibly real experience for museum visitors. One of the major benefits of virtual reality is that it allows us to transport the viewer to another world and deliver a truly emotional response.

Check out some of the images below.

There are many other applications for these types of technologies, particularly within the live event space. Here at VI we specialise in both AR and VR, and if you would like to discuss an upcoming project we would love to hear from you. Please feel free to reach out to us at

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