NEW YORK (CelebrityAccess) — WME | IMG has announced the formation of a new joint venture with data analytics company AGT International aimed at driving audience experiences and participation at live events.
The new venture’s offerings include a consumer-facing social network that will try to fuse live experiences with online social media. The platform will also provide a variety of data and social media analytics built around embedded internet technologies known colloquially as the 'Internet of Things.'
“Consumer and entertainment companies have been collecting insights for years, but very few of our clients and partners have had access to analytics that allow them to act on those insights to deliver relevant content and better experiences for their audiences,” said Ariel Emanuel, Co-CEO, WME | IMG. “Our partnership with AGT marks a paradigm shift, recognizing that IoT technology and data science will fundamentally change the way people experience live events, as well as how they consume and share content that matters to them.”
According to the companies, the platform will enable event organizers to develop permission-based apps that deliver content in near real time, expanding a live event by providing features such as:
Building upon the excitement leading up to an event, and continuing engagement after
Converting passive event attendees into active, engaged participants through relevant, tangible content and new forms of in-venue interaction
Extending in-venue experiences to people not physically in attendance at an event
Enabling new relationships and connections between event attendees through Social media
Offering new ways for consumers to connect with their favorite artists, teams, designers or chefs
In addition, brands and sponsors will be able to leverage this content and interaction to engage with their target audiences more effectively.
The new venture will be tested at a number of events in the U.S. and Europe this year, with a wider rollout planned through 2016. The new joint venture will be headquartered in New York, with R&D centers in New York, San Francisco, Germany and Israel. – Staff Writers