is Digital Twinning?
Digital twin is defined as a learning system of digital copies of assets that
allows a user to experience these assets virtually and also provide the company
with information on what to do with assets in the physical space to achieve a
twinning in the events world sees the creation of hybrid events where physical experience
replicated in the digital world through immersive
content and creative technology. Partnered with an existing conference/expo,
the aim for a digital twinned event is to broadcast a message to the world
without sacrificing the interaction and engagement delegates need, and to keep
that message perpetuated through the consumer psyche.
events are a form of industry evolution. With 45% of the world online and
businesses increasing their digital footprint in response to sustainability and
end user demands, brands have been reviewing the potential of hybrid events for
some years now. As with all evolutionary processes, it is only with extreme
external pressures that big leaps forward occur and the recent buzz around
virtual events in response to Covid-19 has companies wondering how they can
combine them with their show programme to risk-proof 2021.
do they work?
and conferences can be repeated or extended to global audiences that are unable
to attend the physical. Event networking is replicated with meeting notes
capturing technology that repeats the sales process and provides teams with
information they can analyse alongside their physical data.
adaptation. A brand can create multiple versions of the same
content – promo videos, white papers, webinars, holo- panel debates that are available
on the physical. Different people will consume information from varying types
of media at multiple touchpoints and via different channels. What happens in
the physical can be realigned in the virtual to repoint towards popular trends and
areas of interest. Real-time positioning of content helps prospects minimize
negative impacts, while maximizing opportunities.
Choice. By curating events with multiple options
in the digital from data gathered in the physical, delegates can be motivated
to get involved and stay connected. Specific
broadcast content can be tailored for virtual attendees after assessing
popularity in the physical.
If the digital space stays relevant via viral messaging, there is an
opportunity to create a community that shares content long after the event,
much like the e-gaming evolution.
Visibility. Virtual events offer another acquisition channel
for a company’s audience to discover their
content and provides attendees with the option to consume the content over
video, VR, AR and through digital spaces.
Longevity. Launching a new
product at an event can create some serious buzz around a business. Product
demonstrations and tutorials are also highly suited to the event space.
However, once the physical event is over, the moment is too. By synchronising
product launches across virtual events in different countries, the stimulation
around a new product can be extended.
Data. A hybrid event can help
businesses build their list of contacts as everyone online registers their
interest. By recording the virtual event attendee experience, insights can be
mapped and shared within the events team to help curate their next physical
event, online post-event or offered as a gated asset on their website for other
people to download.
events are suitable?
employee engagement, product launches are the obvious first choices with
conferencing tech and meeting applications already going through further stages
of development to incorporate experiential elements. Online showrooms and
experience centres will also be a natural fit with 3D content repurposed to
create online digital spaces that can be experienced via AR and VR. Larger
projects such as virtual events and interactive spaces that are overlaid over
physical places and people will take more planning and investment - over the
last two years we have built sixteen fully digitalised spaces for client
Playtech - but once in situ can be used for multiple markets.
can Digital Twinning help events for the future?
a trend, we foresee digital twinning becoming first a priority for brands and
then the norm for the world global show programme. With future developments in
5G and infrastructure, the development of internal brand event platforms will
allow companies to roll-out a continuous flow of hybrid events with digital
content extending the shelf life on a physical event. Once platforms are
created, this allows a multitude of quick response events to be pulled together
in reaction to tech advancements, end user desires and future world upheavals.
commitment to sustainability policies will also be supported by digital
twinning, where the event strategy is split between the physical and
non-physical, realigning budgets to a greater % of output with zero carbon
the line marcom strategies have been struggling for some time with viral
advertising via social media becoming increasing sought after. Digital
experiences linked to social media outreach will be important in all
advertising, and the ability to get two bites out of an event cherry will
provide serious ROI in what could be a significant period of constrained
marketing as a primary lead generation tactic is going to increase in events,
and as time and investment goes into engaging 3D content and CX, the medium by
which it is delivered becomes less important as long as it reaches its target
audience, leading to a blurring of output methods between the physical and
At 2Heads we believe human interaction will always be important and maybe after the pandemic more than ever as people buy people. However, with careful planning, the human rapport element of events can be recreated and prolonged through virtual scenarios that allow a 3-day show programme to continue in perpetuity. This is the power of digital twinning, a trend that has only just started to grow.
Sara Lilley | Head of Marketing