Everyone loves the idea of AR at events. Yet there’s a catch: most AR briefs are way too fuzzy. You say “we want AR” – and the event agency is left trying to read your mind.
Right here, I’ll share practical tips for working with pros like Kollysphere agency on AR activations. If you’re a marketing director, these tips will save you money.
Why AR Briefs Go Wrong So Often
Here’s the uncomfortable truth: AR is still confusing to many. They’ve seen Pokémon Go. That’s equivalent to “I understand film because I watch movies.”
Data from 2024 that the majority of brand teams can’t distinguish between augmented vs. virtual vs. hybrid realities. That’s not a criticism – it’s where the industry is.
This creates problems: A brand wants “immersive tech”. The production team thinks something way off base. Time is lost. Experienced firms deal with this constantly – which is why they now ask dozens of questions upfront.
The Single Most Important Question
Before you mention “image recognition,” ask yourself: “What problem does AR solve?”
Here are good answers:
- “The item exists only in CAD files.” “Our audience is tech-hungry and expects innovation.” “We want to extend engagement beyond the event.”
Here’s event planner premium event planning services for corporates KL a bad answer: “Everyone else is doing it.”
Someone like Kollysphere agency will challenge your assumptions. Welcome those questions. They’re not being difficult and saving you from a failed activation.
Walk Through the Experience Step by Step
Here’s the part where agencies get frustrated. A brief might say “people interact with digital elements on screen.” That’s not a brief.
Do this instead: Walk through each moment of the participant flow.
Here’s a sample: “A guest walks up to a seemingly empty space. Using their own device, they visit a Kollysphere Agency mobile web page. Once they allow access, a digital product floats in space. The character waves and says ‘hello’. The user can tap to change colors. Total interaction time is 45 seconds. Then they’re prompted to share a screenshot to their camera roll.”
That level of detail is gold to an AR developer. Kollysphere events can take that and run. Fuzzy requests get you vague pricing that explodes.
Tip Three: Specify Device Strategy – BYOD vs. Provided
This technical fork completely changes budget, logistics, and user experience.
BYOD means guests use their own smartphones. Pros: No hardware rental costs. Challenges: App compatibility issues.
Rental tablets or phones means you hand out rental equipment. Good points: You control the environment. Cons: Staff to hand out and collect.
Be crystal clear about: “Guests will use their own iPhones and Android devices” otherwise “You will supply all hardware.”
This ambiguity kills budgets. I’ve seen where a client assumed BYOD and the production team rented expensive devices. Disaster.
How Does the AR Actually Start?
Here’s where we get nerdy. Digital overlays require a starting point. Common triggers include:
- Printed logos or photos Quick Response codes on everything GPS coordinates Identifying a specific product Detecting a human face
Your brief should say: “The trigger is the event logo printed on the registration desk.” Alternatively: “The moment guests cross into the exhibit hall, a virtual greeter shows up.”
Listen to this advice: For 2D target-based AR, simulate real-world conditions. Will it work in dim lighting? Shiny laminate on the print can kill an AR activation.
Tip Five: Set Realistic Expectations for Scale and Concurrency
This is the question that makes quotes skyrocket. What’s the maximum concurrency will be standing in line for the experience?
The scale changes everything between 10 people per hour and a high-traffic activation.
Be honest about maximum simultaneous users. When you guess low, the agency will build for 100. Then 400 show up. The server crashes. Bad reviews follow.
The opposite problem: If you claim huge numbers but only 50 show, you’ve wasted money on massive capacity.
Experienced AR planners will ask follow-up questions about traffic. Give them real numbers.
Tip Six: Discuss Content Longevity and Updates
Will this AR experience get used for three hours only – or does it need to keep working afterward?
This decision affects development approach. An experience that lasts three hours can skip long-term maintenance. An always-on experience needs security patches.
Also ask yourself: Will the content change? When you have seasonal variants, the AR needs content management system.
Write this down: “We need this to work until December 31.”
What AR Actually Costs (No Surprises)
Here’s the uncomfortable part: Professional AR experiences have a price. But bad AR is money thrown away.
Be upfront about that you understand the cost drivers. Key cost factors:
- Engineering effort – usually a significant investment Modeling and texturing – $500 to $5,000 per model QA on 20+ phone models – adds 20-30% to dev time Hosting and serving – significant for 10,000+ users
Ask for itemized quotes. When a partner gives one number for everything, be suspicious. Honest agencies will break down the full scope of work.
Tip Eight: Ask About Past Work and References
Follow this principle: Request video of past projects in action. Screenshots are useless. Demand to witness something that shipped to real users.
Pose these questions: “Do you have footage from a live deployment? Will that customer give a reference? What went wrong?”
Someone who knows their stuff will eagerly show case studies. If they hesitate, consider that a warning sign.
Final Thoughts: Good Briefs Make Great AR
Setting up your partner for success on augmented reality experiences doesn’t require a tech degree. It’s about giving details and admitting what you don’t know.
Top-performing immersive projects come from partnerships where the client and agency collaborate. You bring the brand vision. They know what costs what. Together, magic happens.
So before you send that brief, go through these eight tips. The experience will be smoother – and your attendees will walk away amazed.