Tag: events

//Experiential Intelligence: The Event Professional Guide to Embracing AI

Posted on by // Category: , ,
What AI might look like in a physical form

There was a time not so long ago when chatbots were just fun internet toys – shortform entertainment for anyone who happened upon them, testing the capabilities of a machine’s ability to engage in dialogue on par with human conversation. Now over the last year and a half, following the release of large language models (LLMs) like ChatGPT, Claude, Gemini and countless others, the public discourse around these language models has shifted dramatically. The fear of machine intelligence replacing human effort is no longer confined to conspiracy theorists and technology professionals. Alongside this fear are new ethical challenges concerning environmental impact, knowledge sources and the rapid pace of AI development that seems to outstrip the ability to fully comprehend its implications. AI has permeated society’s stream of consciousness, setting off a rising degree of unease much like any other major technological advancement would. This concern is valid for many reasons, both already discussed and some yet to be considered. What is abundantly clear is that the world must adapt swiftly to accommodate the AI revolution.

In the world of public relations, communications and experiential agencies, a unique opportunity exists to take advantage of this new technology to its fullest. The need for complex problem-solving, creativity, persuasion and astute awareness means event professionals are unlikely to be replaced anytime soon. While many industries stand to benefit from AI, experiential marketers are in a particularly advantageous position. Artificial or machine intelligence, when used as a “prosthesis for thought,” can augment creative and logistical processes, allowing for innovation in ways previously unimaginable. Event professionals can leverage AI not just as a tool but as an extension of cognitive capabilities. This perspective harnesses the potential of large language models to enhance work without succumbing to the fear of obsolescence.

Many articles have speculated on how to apply the use of AI to experiential marketing. Where this outlook falls short is ironically the specificity. The widely available generative AI platforms or LLMs are akin to interactive search engines and the default response is generalized, as they are trained on wide berths of data without any specialization. This means that the quality of the response is up to the user, who must fuel the AI with adequate prompts to get it to work the way they need. The key is understanding that AI is a human-led tool, not the other way around.  

Here are some guidelines to optimize your prompts:

  • Ethics – using generative AI in a professional setting requires a higher level of ethical consideration. AI will not consider the impact of its output past the general guidelines programmed into it. It is easy to create a bubble of bias when prompting a generation, so always scrutinize your prompts to reflect an output free of self-interest or exclusion.
  • Refine – never decline. Every response is mechanical, no matter how human it sounds. Frustrations may emerge when the output doesn’t match the input. It will be tempting to type in “no, do it this way”, but this only prompts the AI to build on what is already there. It is challenging but avoid cluttering the context and aim for more specificity as the “conversation” moves along.
  • Identity – the standard response from generative AI is a composite. Clarify the level of expertise you want from the AI to help establish both a baseline of knowledge and tone.
  • Depth – after marking the perspective of the output, you can also make it clear how much or how little of a response you want. There are varying advantages and disadvantages to every degree of depth you may ask for, but ultimately the best practice is to request open-ended responses that allow the user to develop further ideas.
  • Details – there are three categories of detail that determine the output quality:    research materials, audience demographics and output format. Most platforms allow you to upload documents and resources found beforehand, including images, videos and audio files. Demographics are tricky, so refer to the first guideline regarding ethics. AI’s knowledge base is governed by human input, so it has the capacity for harmful bias. Lastly, being able to choose output format is one of the best features of generative AI. Of course this is dependent on the platform, but you can and should always specify how you want to receive your response. Lists, essays, songs or pictures – the choice is yours.

Following this method to develop your AI prompts won’t guarantee success, but it will certainly streamline its effective use. With these in mind, the limits of AI are far from the ends of any individuals (or agency’s) imagination. This is truly a momentous time for human creativity! So, get online and type toward your dreams.

//Livestreaming 4.0: Why video alone is not enough

Posted on by // Category: , ,
multiple screens

The cancellation of major trade shows, conventions and events has prompted companies and brands to switch to a digital presentation of their newest products. Many of those brands have turned to live streaming in order to deliver the “live experience” to their audience’s homes or to editorial offices. However, an online press conference or web-based product launch should offer more than just a simple broadcast of moving images. This is particularly true for special and demanding target groups such as media, investors and also generally for B2B communications. 

The cancellation happened at very short notice. Only two days before the first press day, the organizers of the Geneva International Motor Show announced that one of the most important trade shows of the industry would not take place. As a result, many car manufacturers moved their product presentations and world premieres online. They presented their latest models via livestream.

In general, livestream formats are a good way of providing media and other stakeholders with content and information they cannot obtain in person. However, demands of modern digital PR and communications won’t be satisfied by simply showing videos and presentation slides. The quality of information, the experience of that content, and the framework for its presentation have to perfectly fit together – just like at a physical event.

Rule of thumb: A digital premiere does not necessarily have to be expensive. However, it can only be effective if you give it as much attention to detail as you do with a conventional product launch. This applies to the preparation, the content, the protagonists and the “information logistics”. Only a true multi-faceted digital experience can come close to an in-person experience – a plain broadcast of images will certainly not.

Diversity is king

A modern and powerful tool for live PR offers professional users additional and in-depth information in a wide variety of formats. And it presents this information in context, on a proprietary platform with a proprietary setup, in a multimedia manner and in top quality. In addition, there should be download and magazine areas, high-quality photos of protagonists and products, video clips, prepared quotes (or even entire transcripts) as well as detailed fact sheets. 

The diversity of the content not only provides a wide and ideal working basis, but also takes into account the native integration of the content on the stakeholders’ individual communication channels.

UX is queen

Apart from the content aspect, modern PR platforms convince by providing an intuitive and compelling user interface. The decisive factor here is a visceral experience – regardless of whether users access the platform on a desktop or with their phone or tablet.

Interactive elements are equally important. Is it possible to show individual subtitles in the livestream? Is there an additional level of information that allows users to learn more about the product and the formation process?

Further usability criteria are multiple viewing angles in the livestream, search and filter options as well as the possibility to share content to other platforms by simply clicking a button.

Best practice: Mercedes me media

A modern PR tool for live communications can be compared to a digital content hub. While visitors at a classic trade show have to take notes and photos themselves and look and ask for additional information, the content hub is a place where all these assets are provided as a package.

A prime example is “Mercedes me media” – the digital media platform that has been developed by Mercedes-Benz in close collaboration with OSK. It is currently the most powerful tool for live PR and it offers journalists and other users a comprehensive service package, from speech transcripts to a snapshot function for generating high-res images. The application includes the audience authentically into the digital live event despite spatial separation. While some manufacturers simply posted pre-produced videos online after the Geneva Motor Show was cancelled, Mercedes-Benz used the “Mercedes me media” platform to vitalize a digital live press conference with appealing video sequences, engaging interviews and, last but not least, a real product presentation.

Mercedes-Benz is using the technological possibilities of this innovative communications platform even beyond Coronavirus-impacted situations. Early December 2019, the brand presented their latest compact car model, the new GLA, in a purely digital world premiere for the first time ever. The audience watched the product launch with augmented reality, had the possibility to switch between different camera angles, take snapshots of the livestream and turn on the speech transcript. 

This first digital world premiere of the Mercedes-Benz GLA on “Mercedes me media” accurately underlines the digital transformation the brand is undergoing. It moreover showcases the vast possibilities the platform offers for modern digital PR.

//CES 2020 is over. It’s time to start planning CES 2021.

Posted on by // Category: , , ,
The Consumer Electronics Show in Las Vegas. (Photo by CES®)

4,400 exhibitors, almost 2.9 million square feet of exhibition space, 175,000 visitors – the Consumer Electronics Show (CES) was again a must-attend for anybody interested in tech. But now is not the time to reminisce about the many highlights presented this year. The next CES from January 6th to January 9th 2021 will once again transform Las Vegas into a gadget wonderland and if you want to participate as an exhibitor, you need to start planning well ahead of time. Here are some key facts you should know in advance and deadlines that are quickly approaching.

Robots that make pizza, glasses with integrated displays, self-driving cars – CES was once again the launch pad for a plethora of new products that could significantly change our lives. Artificial Intelligence and the Internet of Things were hot topics this year, so were 8k TVs and 5G technologies. The automotive industry also contributed a fair share to the line-up of innovations – from ever-popular autonomous cars and electrified engines to vehicles that present a new way of interaction between humans and machines.

Mid-size businesses next to global corporations

At CES, products will be seen by a wide range of international, tech-obsessed audiences with a high reach in social media. The show is also highly covered nationally and internationally by both general and trade media. It has moreover evolved into an effective B2B platform with an impressive potential for sales. Technology and mobility representatives, who want to present their product innovations to a big audience, will find that Las Vegas is their perfect stage.  An appearance is well worth it for mid-size businesses as much as it is for global corporations.

The ZF Press Conference at the Mandalay Bay hotel on the CES media days (Photo by CES®)

CES offers almost three million square feet of exhibition space between the Las Vegas Convention Center (LVCC) and various hotels. The show is even expanding: The new West Hall will offer as much space as ten football fields upon completion in 2020. Whoever wants to expose their products to as much foot traffic as possible should plan to have a booth at the LVCC. Exhibition spaces at the various hotels are more suitable for exclusive events and meetings with selected and invited guests.

Which size fits best?

As a crowd pleaser, CES is very popular with exhibitors, which is why you have to be quick: The Consumer Technology Association (CTA) is assigning a majority of prime spaces at the LVCC already in February.  If you are not a member of the CTA, one square foot will cost you 46 USD. Members will receive a discounted price of 41 USD per square foot. Looking at booth sizes, this means that the smallest booth space (approximately 100 square feet) will be available for a fee of 4,100 USD for the duration of the show. On the upper end of that spectrum, some of the biggest spaces with approximately 10,000 square feet will cost you around 410,000 USD.

The Siemens Mobility booth at CES (Photo by CES®)

Apply for keynotes now!

If you are interested in giving a keynote, get on it now. Keynotes that are happening on the big stage at Las Vegas Strip locations such as the Park Theater or the Venetian Hotel and Resort are in high demand. However, you cannot simply book a slot but have to actually apply for it. The unofficial deadline for keynote applications is March and applicants are being selected based on the variety and appeal of their program.

Speaker diversity plays as big a role as the content and entertainment factor of the presentation. In order to be selected, it is not enough to simply launch a new product. Guests are expecting something visionary that is packed into an appealing narrative and presented in an exciting way.

Mercedes-Benz’s keynote address to present its new concept car included Hollywood director James Cameron whose Avatar movie inspired the vehicle (Photo by CES®)

Keynotes are therefore most suitable for high-profile companies with well-known brands and relevant products or services for consumers all around the globe. If you decide to go for it, you have to bring your A game. It is important that a company’s CEO takes the stage and tells a genuine story. Yet, CES is not just in its name a show, but in quite a literal sense as well. After all, the show is taking place in Las Vegas, meaning visitors are coming to see an impressive performance. Entertainment is key and it needs to support the message both creatively and authentically. Last but not least: Keep your keynote short and to the point!

Press conferences and panels before and during CES

Speaking of keeping it to the point: This rule also applies to other appearances such as smaller press conferences and presentations on the two media days prior to the opening of the actual show. At Mandalay Bay, an array of press conferences follow one another which is very efficient and convenient for journalists as they can get and create a lot of content without much effort and travel between locations. And here is some good news for short-term planners: You don’t have to plan far ahead of time as you can book small press conference slots relatively late in the year.

Over the course of the four CES show days, a multitude of panels take place discussing various topics (Photo by CES®)

During the four show days of CES, you can also hold a press conference at your own booth. I would recommend this option for brands with a less recognizable name – the hidden heroes of the show whose products and services are relevant for niche audiences. Exhibitors can also participate in panel discussions or even host them. These discussions are a good opportunity to position your company as an expert in specific topics. Each press conference and panel is promoted through the CES app and website, which is very helpful and convenient as visitors use these platforms to find and mark interesting and relevant events for their individual CES schedule.

An event outside of CES

Thinking in terms of efficiency, you might wonder: Your target audience is in Vegas already, so why not make use of it and invite them to your own separate event outside of the show? But beware: It is not always recommendable to throw your own party only because you have potential guests present in the same city. Whether or not to have your own outside event should be carefully evaluated. Those extra events are not officially part of CES, meaning they won’t be listed in any type of CES program or communication for visitors to discover. Side programs are therefore only feasible if you have invited and brought your own guests to Las Vegas and want to provide them with a deep-dive into your topics through workshops or additional presentations.

At the end of the day, one can say that CES is the perfect platform for technology providers to position themselves as innovation leaders and present their products and services to a global audience. Las Vegas is worth the trip for every techie. Just don’t wait too long before deciding to attend.

//Wine, perfume, and a good time – our first Creative Talk

Posted on by // Category: , , , ,

On December 4th, 2019, we hosted the first event of our new event series Creative Talks which deep-dives into one topic pertaining to one of our key expertise areas: Design, Communications and Events.

Our inaugural Creative Talk revolved about the transformation of retail spaces from point of sales to storytelling platforms. We invited industry leaders and opinion makers to participate and share their insights and perspectives on the topic of the day.

Our guest speakers were Nick Arauz, CEO of Caswell-Massey – the oldest personal care product brand in America that more or less used George Washington for its first “influencer” campaign – and Tyler Balliet, CEO and Founder of Rosé Mansion – one of New York’s most popular pop-up experiences that combines wine tasting with relevant stories and instagrammable moments.

Check out the highlights here:

//Welcome to the world of OSK New York!

Posted on by // Category: , , , , , , ,

Hi everyone!

Welcome to the world of OSK New York! You might have seen our website where we showcase our best work and talk about our impressive skill set – but this is not the same thing just in a slightly different format.

Our blog will introduce you to our micro cosmos, the world of OSK New York: NYC agency life meets creative/fun ideas meets relevant topics of local and global scale.

Expect to see impressions from the latest and greatest of our travel and adventures, our thoughts on new trends and cultural issues, topics that are of interest to us due to our work or personal backgrounds, and simply fun stuff. We will touch on anything from experiential pop-up spaces, flying cars, and PR stunts to food halls, the curviest roads to drive on, and the environment.

Our team consists of highly organized and wildly creative individuals who have lived and worked on four continents. With our different backgrounds, we complement each other in the work we do. On a personal level, we have grown into a multicultural family.

We hope you enjoy our stories!