Trade Show Gamification and Activation in 2023
A lot goes into designing a trade show booth. You must tell your story with graphics and videos, position your product or service in such a way to attract attention and appeal, as well as breakthrough the noise of competition. You must project a certain image along with a clear message and use all the marketing tools available to you, as well as engage with your audience and connect with them. Good staff, good use of AV, good everything! And that is just the front end! So how can we differentiate and get an edge?
One way to give your presence a boost are games or “activations”. Fun stuff people can do on the spot and even win something. It’s an effortless way to gather information about your audience, who they are, what they do and what they are looking for, as well as engage with them and get a conversation going. It creates memorable and shareable moments, and it is an opportunity for people to discover more about what you bring to the table and leave with something physical in their hands to remind them of what you are about.
People are hard wired for contest and so, running any kind of competition at your booth will for sure get attention, and even spark some extra buzz as people spread the word of what is going on in your booth. Especially if there is a prize attached to it or any kind of giveaway for participation. (Hot tips: Pair that with a few posts/engagements on social media for extra exposure and brand awareness)
Gamification at trade shows was always a win strategy. Usually, it meant some sort of draft, or spin the wheel or trivia game to engage with your audience and shake some hands. It is still a win strategy in 2023 but we have a few different tools now. While there is absolutely nothing wrong with low tech tools and they are proven to work, it is worth considering that some techs are now quite easy to leverage and much more accessible than before and can create a bit more appeal, especially to an audience that grew up connected with video games and an in-built wireless connection.
The realm of digital Art has expanded in the last few years. Metaverse, VR headsets and phone apps have become increasingly powerful and engaging. Tools for artists to create those programs have also become increasingly available and powerful to create experiences and “games” customized to your needs.
Many software such as Blender and Unreal are powerful open-source software that offers limitless possibilities to create a digital experience tailored to your brand. While a few years ago, assets would have had to be created from scratch, the rise of asset library offers an endless source of supplies, ready-made template. Furthermore, 3D environment allows us to create an experience much faster and make it possible to “brand” those efficiently and easily.
This way, we can create a racing game, on a giant screen for example, where the leader board is visible, and your partners and logos are plastered on the billboard of the activation. Or a parkour run where the environment is molded to represent your product or services, where players race against the clock. Again, the possibilities are endless and a lot of fun to explore. The friendly competition it will generate will engage your audience and gather people at the booth, which is the start of new business possibilities.
At the end of the day, you want to create a moment to shake hands and put smiles on people’s faces, so they remember you and talk about you. At SKYE studio, we specialize in creating engaging content and activations to connect with your audience, give us a call and we can start brainstorming about your next idea!
Racing game created by SKYE Studio
ABOUT SKYE STUDIO
SKYE Studio designs digital tools for immersive engagement. We go beyond one-dimensional to produce creative content and tools that elevate your brand’s customer experience. To learn more, contact us at info@skye-studio.com.
By: Dominic Lehoux, November 30 2022
