Event Activation
Objectives—
When creating an activation space at an annual trade show, we worked with the following objectives to guide the design and purpose:
Raise awareness of the organization—who we are, what we do, and key benefits to the industry.
Draw a stronger connection between the organization and industry as a whole—there was a disconnect between the trade show and the organization that put it on that needed to be addressed.
Educate the industry on the organization’s role during the pandemic and value proposition.
Recruit more sign-ups for the organization’s industry newsletter.
Raise Awareness
The positioning of the activation space was purposeful. Having it located right in front of the entrance hall made the space relevant and closely tied to the main event.
Draw a Stronger Connection
The organization’s branding was closely tied with the trade show branding as much as possible throughout the event, including in presentations, on-site signage, and any collateral material produced.
Educate the Industry
The museum-esque experience allowed visitors to travel through time starting at the beginning of the pandemic and ending in Oct. 2022. Through collaboration with the organization’s research team, we were able to highlight key data points to illustrate the drastic fall and rise of the industry with larger than life graphics to visually show the impact.
Grow the Industry List
The “Be A Gaming Champion” challenge was created as a timed quiz and corresponding leaderboard for participants to compete to be crowned the gaming champion. In order to participate, attendees were encouraged to join the industry newsletter.
The Results—
The activation space received a positive response on-site with attendees and good foot traffic. Through the “Be A Gaming Champion” challenge, over 350 email addresses were added to the industry newsletter.