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The Engagement Zone - Labour Party Annual Conference 2024

Outline

The 2024 annual Labour Conference was not only a political statement for Labour, but an opportunity for the party and businesses to showcase innovation and technology. WAM alongside Datnexa were tasked with showcasing the impressive new Meta Quest 3’s, whilst importantly demonstrating extended reality's ability to deliver elevated engagement for narratives and messaging.


WAM designed and built a bespoke extended reality app that sat in the busy Engagement Zone at the Labour Party conference. Over the course of the 4 days, we engaged with thousands of the conference attendees, immersing them in an innovative display of technology-driven entertainment and party messaging.


The journey begins with a mixed-reality menu that anchors the whole experience. The menu appears in the people's real environment as a floating 3D menu which was designed under Labour branding. This then links out to various different XR experiences that corroborate Labour's and the conference's messaging:


  • A real-time live stream of the Labour Conference Auditorium, viewed in a bespoke cinematic VR void. Users could tune in and have a front-row seat for the live talks or events going on - including Keir Starmer’s speech


  • An immersive video tour of the famous Stormont Parliament building, the video guides users around the beautiful building whilst teaching them interesting facts and info


  • 360-degree parliament tours of both Westminster Palace and The Welsh Senned, the users in control as they could navigate around the parliaments in fully immersive VR


  • An immersive 360-degree VR tour of the Holyrood parliament building, this experience was a guided experience that is fully VR and again delivers useful information and striking visuals


  • A bespoke interactive mixed reality map where users could see a map of the UK and click on various hotspots which revealed hidden information, the content laid out the Labour local election strategy for 2025


  • A 360-degree VR experience which teleported users to the famous Cavern Club back in the time of the Beatles. They were able to relive a gig as frontman Paul McCartney



Outcomes 

Our VR exhibition engaged with hundreds of politicians, members and business people alike across the 4-day conference. The experience was a glimpse into the possibility of leveraging XR tools to entertain attendees and engage them with focal narratives and topics of the event. The virtual environments we crafted allowed attendees to explore ideas, interact with scenarios, and gain a deeper understanding of complex subjects.


We merged technology and creativity to deliver a solution that resonated with all demographics.


Immersive tech creates elevated engagement

Immersive technology, like VR, has a unique ability to create deeply engaging experiences by placing users directly into the heart of the content. At the UK Labour Party’s annual conference, we saw first-hand how VR transformed passive spectators into active participants. By stimulating multiple senses immersive tech taps into the emotional and cognitive responses that make experiences memorable and impactful.


Another key factor in heightened engagement is the sense of presence that XR creates. Unlike traditional formats where users might get distracted, immersive tech keeps people fully focused on the experience, blocking out external noise and distractions. This deeper interaction results in higher retention of information and more meaningful discussions afterwards, making immersive tech a game-changer for engagement.


Get in touch to inject an immersive experience into your next event or activation!

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