Hoy hay presentaciones de producto con “mapping”, se apela a la “realidad aumentada” para hacer que los invitados vivencien lo imposible, y no es raro que éstos reciban en su smartphone un código QR para poder ingresar.
Todo sucedió en muy poco tiempo. En el afán de sorprender a los asistentes y desplegar recursos cada vez más innovadores: ¿los eventos se convertirán en el escenario de un ambiente futurista? Ya hay muchos que se preguntan incluso si este es el fin de las invitaciones en papel, el animador en persona o el carnaval carioca.
Para Pablo Ruda, CEO de BDG Buenos Aires (www.bdg.com.ar), agencia de marketing y desarrollo de nuevos negocios que ofrece arquitectura publicitaria, BTL, diseño e interactividad, “los eventos se fueron profesionalizando paulatinamente, y van adquiriendo herramientas de otras disciplinas como el teatro y la TV en cuanto a técnica, timing y puesta en escena. El avance de las nuevas tecnologías no se quedó atrás, y aunque hubo un vuelco cada vez mayor hacia este tipo de propuestas, esto se acentuó en los últimos 20 años”.
Lo cierto es que con el desarrollo de ciertas herramientas tecnológicas, los organizadores de eventos y sus clientes encontraron una nueva llave para sorprender a los invitados, y ofrecer una propuesta cada vez más original.
“Comenzamos a incorporar cada vez más recursos no tradicionales de tecnología en los últimos 5 o 6 años”, dice Gerardo Carlevaro, socio de 2MG.Net (www.2mg.net), agencia que ofrece soluciones innovadoras en integración de tecnologías para eventos. “Una opción que usamos habitualmente es el mapping indoor, construyendo paredes de hasta 30 o 40 metros que luego mapeamos con proyección con equipos de gran porte, como proyectores full HD. Al generar los contenidos específicos, le damos al cliente una solución llave en mano de gran espectacularidad”, explica.
Para quienes no son duchos en el tema, expliquemos que “mapping” es la proyección sobre superficies con diferentes relieves, de manera tal que lo proyectado “aprehende” el fondo donde se proyecta (algo que vimos sobre la Casa Rosada o en el Cabildo, por ejemplo, en algunos festejos patrios).
La realidad aumentada fusiona la proyección en vivo de video, con una capa superpuesta de animación: es una técnica donde la computadora “entiende” el espacio en 3D, y acompaña al video en vivo permitiendo ver cosas reales y virtuales juntas. Por ejemplo, una lata de cerveza bailando en el espacio.
Las aplicaciones web y mobile son desarrolladas para una promoción especial o para que los invitados ingresen o descarguen a sus celulares. Así tienen toda la información del evento: horarios, disertantes, etc., de un evento corporativo (o lista de regalos, fecha del civil, luna de miel, etc. si es por ejemplo un casamiento…)
Y las pantallas de Led no reciben una proyección sino que, como un monitor, transmiten desde una computadora. Difieren en tamaños, formas y resoluciones, y una de las claves para elegirlas es analizar desde dónde se las va a ver.
Darío Lach (www.dariolacheventos.com), cuya empresa se dedica a la prestación de servicios técnicos para todo tipo de eventos, señala que las pantallas y luces LED comenzaron siendo una tendencia y ya son la norma, porque entre muchas otras ventajas los equipos prácticamente no levantan temperatura, y permiten colorear de una manera diferente cada pasillo o pared de una sala de conferencias, por ejemplo. Lo mismo ocurre, señala, con las proyecciones en full HD, que aunque todavía son tendencia van a convertirse en lo standard.
Pablo Ruda opina que estas herramientas se utilizan por igual en eventos corporativos y sociales, pero los corporativos, por su naturaleza, son más propensos al uso de la tecnología, y la sorpresa juega un rol fundamental. “Hoy es imposible pensar un lanzamiento de producto sin una pantalla, aunque ahora se utilizan de Leds y antes se usaban más las proyectadas, juegos de luces y gran sonido”.
En muchos casos, explica Carlevaro, junto a las invitaciones se envían códigos QR con los que al llegar al lugar el invitado valida su convocatoria, y también se introduce en el tema especial del encuentro. “El paralelismo del evento con su participación en redes sociales, es una acción que potencia el “antes” y el “después” de la actividad, dándole un valor agregado extra al cliente final”, señala.
Aunque no todos los eventos utilizan ese recurso, “tratamos que la tecnología acompañe durante todo el proceso. Supongamos que un invitado recibe un e-mail con un código QR, y al escanearlo con un móvil dispara un video personalizado desde una web. Eso le genera una expectativa muy diferente a la que puede provocar una invitación de la empresa puesta en una cartelera de un pasillo”, opina Ruda.
Pero en los encuentros sociales, la naturaleza del festejo es otra. Los organizadores señalan que son momentos únicos en la vida de los protagonistas y sus invitados, y la tecnología debe acompañar esa emoción, nunca ponerse por delante. Aun así, Ruda indica que hoy está muy de moda ambientar los salones con mapping, y los shows de láser son cada vez mejores. Carlevaro coincide: “en nuestro caso implementamos el mayor número de soluciones en eventos corporativos, pero cada vez más, son bienvenidas en los sociales”.
Algo que cada vez es mas frecuente en estos festejos, cuenta Lach, es el desarrollo de una pagina web de una pareja que va a casarse. “A traves de la Red los novios mandan la invitación, publican fotos, suben su lista de regalos, reciben felicitaciones y hasta recomendaciones de su entorno sobre qué música poner”, explica.
Para Silvia Amarante, Presidenta de Aofrep, la Asociación de Eventos de Argentina (www.aofrep.org.ar), la tecnología aplicada a los eventos es maravillosa, en tanto y en cuanto no le quite el alma a la fiesta. “La tecnologia es maravillosa, usémosla. Pero lo que sirve es lo que se le pone adentro. Por ejemplo, las pantallas LED son funcionales solo si tienen contenido. Pero a veces lo tecnológico le quita calidez al evento, y me parece que nunca tenemos que perder el “por qué estamos ahí”, advierte.
Ruda concuerda: “la tecnología es una herramienta más a la hora de comunicar algo. Un evento, un celular, un correo electrónico o el correo tradicional son un canal por el cual se transmite un mensaje. Pero aunque a todo el mundo le puede atraer la tecnología, si el objetivo es llamar la atención de los más jóvenes, no se la puede dejar de lado, ya que nacieron con una pantalla, y así viven y ven la vida. Depende de nosotros como organizadores, encontrar la mejor manera de comunicar lo que nuestros clientes quieren decir”.
Respecto a los costos, hay muchas opciones ya que no es lo mismo armar una propuesta para 200 invitados que para 2.000, así como no es igual preparar un show láser de 2 minutos que de media hora. Por eso hay catálogos de novedades, dentro de las que el cliente puede elegir de acuerdo a sus posibilidades y deseos. “Como en todo lo relacionado con la tecnología, hay cosas que comenzaron siendo muy costosas, pero lentamente los precios se van acomodando”, reflexiona Lach.
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