Human engagement, powered by technology
When I think of wearable technology, my brain stops at FitBit or Apple watch. But I've been learning more and more about it and, turns out, it can be a fun gateway to deeper audience engagement at large events.
When truly making wearables work for your events, you have to understand that it's not about the tech itself - it's about the connection it enables and the engagement that it drives.
I think about attendee engagement in three categories: cognitive, behavioral, and emotional engagement.
Cognitive Engagement: Stimulating the Mind
Cognitive engagement is about learning, capturing your attendees' attention, and keeping their brains active. Wearable tech offers a futuristic way to deliver information and spark curiosity without overwhelming your audience.
Smart badges that light up when attendees are near others with shared interests or complementary goals facilitate networking and critical thinking about connections.
Use wearables to gamify learning. Wristbands that vibrate or flash during trivia games or breakout sessions can signal when it's time to participate. You're keeping their minds sharp while also adding an interactive layer to your content delivery.
Behavioral Engagement: Driving Action
Behavioral engagement involves getting your attendees to do something: move, interact, or make decisions. Wearables excel here by providing real-time nudges that encourage action.
Fitness-focused wearables with step counters or heart rate monitors can create group movement challenges, promoting health while maintaining active participation throughout the event.
Leverage NFC-enabled wearables to streamline engagement during activations. Picture this: attendees tap their wristband to instantly register for sessions, collect digital content, or participate in live polls. By making interactions frictionless, you're encouraging more engagement without it feeling like a chore.
Amazon Music used CrowdPass to generate over 1400 leads at Outsidelands Music Festival with NFC "Tap to Win" activation.
Emotional Engagement: Creating Memorable Connections
Emotional engagement is where the magic happens. This is about making attendees feel something: excitement, connection, or even nostalgia. Wearables can amplify these moments in powerful ways.
Use LED-enabled wristbands to create shared emotional experiences. During a keynote or entertainment segment, the wristbands can pulse in sync with music or key moments in the presentation. That synchronization fosters a sense of unity and leaves a lasting impression.
Wearables enable personalized experiences -- vibrating in reflection zones or providing tailored recommendations, creating emotional bonds with events.
EcoLab 100 celebration incorporated NFC tapping into an immersive spark sculpture that ignited when attendees scanned wristbands, creating memorable entrance moments.
For the attendee, it's not about the tech
The key to success with wearables is making them part of the experience, not the star of the show. The best tech is invisible, seamlessly woven into your event's narrative and the attendee experience.
Focus on how the wearable can serve your audience: Does it encourage conversation? Make their day easier? Add an unexpected wow moment? If it checks one or more of those boxes, you're on the right track.
But for you? Don't underestimate the power of data. Wearables can collect insights on attendee behavior and preferences, giving you the tools to refine future events. But be transparent about how you're using that data. Don't be creepy.
Cool but I can't afford it!
It's more affordable than you think. And wearable tech can fit into many budget categories or straddle several -- measurement, swag, experience; It's an incredible tool to build deeper connections with your audience.
By focusing on cognitive, behavioral, and emotional engagement, you can use wearables to enhance your event in ways that feel meaningful and memorable (and actually have a positive impact on your bottom line).
What if, instead of asking 'What can this gadget do?' you asked, 'How can this help my audience think, act, or feel differently?' That's where the real magic lies.
About Liz Lathan
Liz Lathan is co-founder of The Community Factory, a community management and enablement company. She brings event industry experience from early exposure through her parents' careers, combined with a journalism degree. She previously worked at Dell and IBM, co-founded experiential agency Haute, and co-founded The Community Factory in 2022 with Nicole Osibodu. She is passionate about engaged communities and founded Club Ichi, which brings B2B event marketers together globally for strategic conversations around pipeline and revenue generation for events.
