Immediate thought: What links Meow Wolf, Blue Man Group, Cirque du Soleil, Disney Imagineering, and Ringling Bros.? They all turn to a certain consultant specializing in joy and engaging brand experiences. This individual, a key player in designing memorable and interactive performances, may surprise you as they haven’t spent a single day within the marketing industry.
This consultant holds a unique position. Rather than marketing expertise, Jeff Wirth is a pioneer in interactive performance. As brands invest heavily in immersive brand activations and live events, his insights are particularly valuable.
Who: Jeff Wirth, Co-founder of the Interactive PlayLab
Role: Crafts and advises on innovative experiences, utilizing virtual worlds, and live interactive fiction.
Noteworthy Achievements: Wirth collaborates with many high-profile entertainment and experience companies.
A Fun Insight: Jeff began his journey performing as a clown with the Ringling Bros. and Barnum & Bailey Circus.
Creating Experiences with Joy and Depth
Jeff Wirth’s first lesson in crafting memorable events is to envision what attendees should take away from the experience. Philosophical rather than material rewards should be the focus. As seen with Meow Wolf or Cirque du Soleil, sparking wonder and rediscovery is often the ultimate goal in their immersive experiences. Similarly, your brand events can leave a significant impact if they aim deeper. For instance, avoiding plainly presenting product information often results in more lasting impressions.
Wirth advises asking how you can create an experience that facilitates understanding. He emphasizes designing contexts that invite personal discovery rather than dictating conclusions.
Wirth warns against forcing conclusions onto participants, noting this can be ethically problematic and counterproductive. Instead, focus on crafting experiences that allow individuals to come to their own realizations.
Fostering Independent Thinking and Joy through Play
Jeff Wirth’s second lesson emphasizes empowering participants to develop their thoughts. This mindset is vital, especially when constructing interactive experiences. Jeff tells of a pharmaceutical company hesitant to present their product among alternatives. Their hesitation was an ineffective strategy, as dictating thoughts often stifles lasting impact and potentially harms the brand.
Wirth clarifies that you should still provide a framework for participants by offering insights that encourage thinking and engagement. Allow them room to innovate and interact by crafting interactive experiences with the right balance of challenge and free exploration. For effective engagement, participants need the freedom to explore while still feeling supported in their efforts.
The Role of Play in Empowering Experiences
Many of us see play as transformative, and this extends into adult experiences. Through play, we invite creativity and imagination. With Jeff Wirth’s approach, play means creating authentic moments where participants can explore new perspectives.
Make-believe, while often challenging to sell to stakeholders, allows individuals to be their most authentic selves without societal restraints. This imagination fosters a deeper understanding and empathy for diverse perspectives.
Ultimately, crafting such engaging experiences leaves participants with something memorable—pure joy, transforming perception and interaction.
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