Lights, camera, brand engagement: why will VVIP experiences be center stage for marketers in 2025?

How did consumers become audiences and vice versa? And how will next generation events now evolve into VVIP (Value-added, Vivid, Immersive, Personalized) experiences?

Consumers demanding a new script

The pandemic prompted a drastic and long-lasting scene shift in the events sector. Traditional in-person activations had to make way for an increasingly hybrid, immersive, and technology-driven approach. And the brand opportunity has been immense: marketers can now create more personalized and immersive experiences, which boost brand engagement.

This shift has opened up new possibilities for creative storytelling that resonates with audiences and consumers alike. And so VIP experiences have shifted from offering standard perks to understanding guests at a personal level, whether that’s by offering personalized interactions with artists or keynote speakers to behind-the-scenes access tailored to their individual interests.

For example, at the MDLBEAST Soundstorm festival, supported by TAIT, VIP and VVIP guests enjoyed exclusive watch areas, personalized arrival experiences, and custom multi-screen viewing zones. They also explored 2.5km of elevated walkways connecting eight stages across one square km, with curated experiences including photo opportunities with entertainers.

As events become even more immersive, there’s also a rising demand for ‘blended’ experiences in the sector, layering seemingly unrelated entertainment, such as sporting events and concerts, into one cohesive production. For example, premier boxing matches increasingly include music performances in the ring, and Adele paused one of her concerts in Munich this Summer to showcase the women’s 100m final from the Paris Olympics.

How tech has become a scene-stealer

And to meet the increased demand for value-added, vivid, personalized and immersive experiences? Emerging tech, in the form of AI-integration and virtual event platforms, is increasingly taking center stage.

A prime example is the TAIT Experience Platform (TXP), which leverages real-time data to deliver individualized experiences. The platform integrates data from various systems such as WiFi nodes, ticketing, POS terminals, Bluetooth, and GPS apps to be provide a personal concierge-style service to attendees. For example, this could mean guiding them to the most convenient parking spot for their ticket entrance, to food stands with shorter lines, or facilitating pre-ordered merchandise pickup without queues, and allowing them to pre-order food for quick collection.

Beyond making event logistics more seamless and dynamic, these platforms also help enhance storytelling around the event through augmented reality (AR). Matt Richman, vice-president, global projects at TAIT, explains: “Incorporating mixed reality experiences into events means that even attendees standing side by side can experience entirely different, tailored interactions based on their preferences. This level of customization allows brands and IPs to engage their audiences in ways that feel both intimate and immersive.”

The key, as with any tech-enabled customer experience, is that “the technology supports the storytelling without overshadowing the emotional core of the event. It needs to feel natural, rather than overly automated,” Richman says.

Behind the curtain – the impact on providers

So how are events agencies changing to meet these new market needs? End-to-end offerings are becoming a necessity, to remain competitive. Creating seamless, next generation experiences calls for more seamless processes behind the scenes, with one provider working with clients across their creative, design, production and technology needs.

To meet this market need, TAIT recently brought its creative and production agencies under its umbrella brand. As well as strengthening the company’s ‘creative technologists’ offering, the “new design and delivery structure means that partners can come to us with any challenge anywhere in the life cycle of an end-to-end project, from ideation to implementation, and we can advise on strategy, develop the creative approach, problem-solve through development, and execute seamlessly,” says Cynthia Sharpe, senior principal at TAIT.

Spotlight on 2025

As the curtain starts to fall on 2024, what trends should marketers be aware of, so they can set the stage for success in 2025?

Next year, sector leaders expect the personalization of experiences to be even more driven by real-time data and technology for on-the-spot customizations based on a guest's preferences and behaviors during the event – from customized agendas, to real-time content recommendations, and even personal networking opportunities based on attendee profiles. VR and AR tech will increasingly be used to provide customized experiences of the same event to side-by-side attendees. And the more data that’s collected, the more personalized future events can be.

The seamless blend of virtual and physical experiences means that, no matter where attendees are, they will be active participants in the brand narrative. For marketers, the challenge and opportunity lie in crafting experiences that not only dazzle but feel natural and authentic to the storytelling experience, so that they can create an emotional connection in an era defined by innovation.

For more insights and advice on event strategy, planning, production and execution, contact TAIT.