How VDA Reimagined Connection at EMS
The Experiential Marketing Summit (EMS) is always a whirlwind of “the next big thing,” but this year, VDA decided to look back to leap forward. As a 41-year-old brand named a Top 100 agency for the 5th consecutive year, we find ourselves in a unique position: we have the heritage of industry veterans, but the heartbeat of innovators.
Our booth wasn’t just a display; it was a statement. By leaning into a 90s-inspired aesthetic, we celebrated our roots while tackling the most modern of disruptors: Artificial Intelligence.
The Strategy: AI as a Bridge, Not a Barrier
There is a growing fear that AI will act as a “mask”—a robotic crutch that removes the human element from events. We set out to prove the opposite. We used the colorful, tactile energy of the 90’s to frame a conversation about authenticity.
Our engagement strategy centered on a custom-built interactive game that aimed to strategically categorize attendees into “Persona Buckets” based on their real-world roles:
- Budget & Strategy
- Logistics & Planning
- Creative Design
- Technical Production
The quiz used AI-generated logic to guide attendees through their specific industry pain points, but always with a human navigator by their side. The goal wasn’t to automate the lead; it was to use the tech to guide viewers into meaningful, high-value conversations.
Meet VIVA: The Avatar with an Edge
The star of the show was VIVA, our interactive AI avatar. Unlike the sterile, “uncanny valley” bots of the past, VIVA was designed as a true brand ambassador with the following goals in mind:
- Knowledgeable: She possessed a deep understanding of VDA’s history and core capabilities.
- Human-Centric: She delivered information with calm, ease, and a surprising amount of humor.
- Adaptivity: She could pivot from a joke to a deep dive into event logistics without breaking character.
The “Aha!” Moment: Surprising Generational Shifts
One of the most fascinating takeaways from our time at EMS was how different demographics interacted with VIVA. Many Millennials surprisingly found the AI interaction “creepy”, often preferring the direct human touch over the AI’s response. Older generations found VIVA to be a lower barrier of entry, enjoying the ease of conversing with a bot without the perceived pressure of an incoming sales pitch.
We watched in awe as some attendees spent 15 minutes chatting with VIVA, essentially mapping out an entire event brief through a digital interface. It proved that “experience” is not one-size-fits-all; the level of desired interactivity is as diverse as the attendees themselves.
The Bottom Line
The VDA booth lit up the EMS floor not because we had the flashiest screens, but because we used technology to evoke conversation.
We aren’t a 41-year-old company stuck in the past; we are a legacy brand using every tool available to us, from 90’s nostalgia to cutting-edge avatars, we ensure that the future of experiential marketing remains fundamentally human. “AI shouldn’t be a way to hide behind a robot; it should be the spark that starts the next great human connection.”
Ready to design your next experience? Let’s talk (human to human, or human to AI. The choice is yours).