Jack Morton launches virtual event platform

JACK MORTON   EVENTS   SOCIAL MEDIA    

Regional - While not designed as a response to the financial downturn, Jack Morton Worldwide's virtual experience platform, which allows customised online events, has gained client interest in light of travel budget cuts.

The new offering was motivated by a study conducted by the company among 400 marketers with 82% said their organisation could increase revenue by better leveraging experiential strategies to engage employees, business audiences and consumers online.

However, 64% cited the ability to "integrate live experiences with virtual, online or other marketing experiences" as a key obstacle to successfully deploying experiential strategies for their organization.

Jack Morton's virtual experience platform allows brands to customise and have multiple looks in 3D spaces that integrates into social media networks such as Twitter, LinkedIn and Facebook.

Newly hired director of technology solutions and head of digital studio for Jack Morton, Chris Haff said the marketplace is flooded with templated solutions that simply swap out images and call it customization.

"We felt we had a responsibility to build our own platform, one that allows for easy customization and on-brand experience design for our clients," he added.

Ben Taylor, managing director Asia Pacific for Jack Morton, said in Hong Kong, the financial sector showed the most interest in its virtual experience platform due to cost freeze in the business. A technology company based in Beijing has also expressed interest to organise an internal meeting for its 10,000 staff virtually.

Taylor observed that the virtual platform is mostly used for B2B and media events in the US but in Asia, the biggest interest comes from companies wanting to use it for internal or employee communications.

He added that the cost of activation for the virtual experience platform is on average a quarter of the cost of doing a live event, although budget still has to be accounted for building video contents but not for flying people in, accomodation and loss of time travelling.

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