Whereas once it was an optional extra for experiential marketers, conjoining digital marketing and ever-advancing digital technology with their campaigns is now a must-have.

While I’d hardly suggest that experiential marketing has been reluctant to embrace the ongoing digital revoloution, finding a way to incorporate elements such as tablets, streaming and user-interactive software has been difficult.

With the focus always on maintaining the all important live, real-world setting to campaigns, you could suggest that the industry has been reluctant to ‘dilute’ successful experiential strategies with unknown digital quantities.

Although with a number of global brands beginning to reap unprecedented success off the back of digitally-incorporated experiential campaigns, the game’s beginning to change.

After reading Jonathan Bacon’s piece in Marketing Week Live, I was taken aback by the scale of some of the brands that have reaped success using this method. From Casio and Volvic to Marriot and Fujitsu, digitalised experiential campaigns are no longer the unknown quantity they once were.

Certainly, their reference point of Pernod Ricard brand Ballantine’s experiential installation at Amsterdam Schipol particularly caught my eye – a digitally inventive, two month experiential installation that produced abstract images of consumers, managed to generate over half a million impressions on social media.

After reading more about the success of the Ballantine’s case study, while it remains to be seen how far digital implementation will go within experiential marketing, the scope is seemingly endless.

Following further reading however, it was the prospect of 3D implementation which really got me thinking – just how far can it go?

Claire Hutchings from iD Experiential recently wrote a brilliant blog underlying the company’s desire to begin innovating and experimenting with the use of 3D scanning within live experiences.

Like many other observers, I’m naturally sceptical about anything involving the term ‘3D’. The forcing down our throats of a technology that’s very innovative, yet ultimately nothing really new, has felt tedious and what’s more, it’s hard to see the real longevity in it. Will 3D televisions and films really be here for the long haul? Are we all really going to be printing shoes and cutlery out on 3D printers?

But although 3D isn’t without its faults, when applied to experiential marketing, I believe there may be more to it than meets the eye.

ID’s recent investment in 3D scanning opens up some really exciting possibilities to boost customer engagement during campaigns. In layman’s terms, the software iD use enables them to scan almost anything, manipulate it, colour it and render it in a virtual environment. Sound gimmicky? It did to me at first, too.

Yet consider the opportunities – such technology could theoretically allow you to place a virtual rendering of a consumer in front of any landmark in the world. You could even take it a step further and render them in a fictional environment perhaps – think Hogwarts or the Death Star.

The versatility of the software ensures that consumers could be rendered to tie in with any specific theme of a campaign. Whether it’s a soft drinks company sending consumers to famous landmarks around the globe or an electronics manufacturer seeking to showcase a new range of televisions in a unique manner, the potential of the software when applied to an experiential environment is huge.

Is this really the future however? While there’s undoubtedly the potential to boost customer engagement and truly transcend the boundaries towards live and online experiences, 3D rendering technology is in extremely early days. Although as we’ve already seen with previous digital experiential installations, it’d be very foolish indeed to write off 3D scanning at such an early stage – prepare to be surprised.