Blog: How is creativity complementing digital and tech at MWC16?

Jordan Waid, vice president brand experience at FreemanXP EMEA, gives three examples of how creativity is complementing digital and tech at this year's Mobile World Congress (22-25 February).

Mobile World Congress is taking place in Barcelona this week (22-25 February)
Mobile World Congress is taking place in Barcelona this week (22-25 February)

Invisible Creative

"The future is already here. It's just unevenly distributed." This William Gibson quote sums up the Internet of Things (IoT). The IoT is this invisible force that is working hard so we don’t have to, and Intel is helping us to understand this with their "Experience What’s Inside" campaign. The Intel Smart City demonstrated the invisible connectivity of our urban environment giving the visitor the chance to interact with various forms of the urban infrastructure - from a city train to wind turbines. Intel is perfectly poised to not only usher in the IoT, but to distribute it evenly. 

Immersive Creative  

'We all live in a 5G submarine' - SK Telecom created the most sub-immersive or submersive experience of the show. Last year they took us up in a hot air-balloon for a 4D VR experience. This year, they have taken us to new depths with an underwater 4D VR experience. Get in the queue, wait your turn, four at a time, in a yellow submarine - for a six minute experience accompanied with motion as you "Dive into the platform" - their theme for this year’s show. Visitors were then given an official ‘dive’ card and blue aquatic energy drink in a transparent pouch.

Interactive Creative 

'BB-8 is here' in the form of a carpet drone from LG. It is actually cooler than the Star Wars: The Force Awakens version. You are the driver of a low-level security drone that films, records and investigates any situation on the ground. This little object is fun to watch run around the creative little racetrack, complete with miniature trees, bleachers, people and billboards. 

The visitor could control it from an LG mobile device, and focus on different details with the camera. This was all part of many creative experiences LG had to offer under their theme "Life’s Good When You Play More" – with an old school mix of analogue and digital. Grab an experience map postcard, complete all five experiences based around 'play', collect the stickers and get a headset…with BB-8 rolling around in the midst of it all.  

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