The first instalment - Future Fans: An Interactive Look at the Fan Experience of the Future - will take place on day two (19 April) of the marketing summit.
It will look at how technologies such as virtual reality (VR) and hologram technology will change the way consumers experience sport and entertainment in the future.
Representatives from Inition, Virtually Live and Holition will be on hand to discuss their latest innovations on the day, and there will be opportunities for attendees to try a range of new event technologies.
Forming part of Ad Week Europe’s inaugural sports and entertainment track, which will include a full day of seminars, discussions and presentations on 20 April, is the agencies’ The Power of Live: Harnessing the Passion of the Live Experience seminar.
Running from 9.45-10.45am, the session will see speakers from Live Nation, O2, The Premier League and Instagram discuss how brands can benefit from live experiences, by facilitating more meaningful relationships with fans.
Prior to the session, Frukt will release the findings of its latest Field Work Festival Report.