Elevate Your Brand Narrative Through Branded Environments
02.14.24
Team IVC
Elevate Your Brand Narrative Through Branded Environments
Branded environments are pivotal arenas for brands to elevate their narratives and engage audiences with an immersive journey. Activations such as expos, festivals, pop-ups, trade show booths, and executive briefing centers transcend traditional marketing approaches, offering brands a platform to curate interactive brand stories and forge meaningful connections with customers. And they have an impact. These experiences result in new leads for 70% of companies, with 74% of attendees expressing a likelihood to make a purchase after encountering a product at a trade show.
Read on to explore a curated selection of branded environments with diverse landscapes, highlighting various show floor and booth experiences that provided a compelling and inspiring impact on their audiences.
From Keynote to Expo
A brand's presence at a conference must be holistic, seamlessly connecting high-level themes from keynotes to the hands-on exhibits of the expo floor. The keynote provides the narrative — a vision for the future, highlighting challenges and innovations. This narrative should extend into the expo for brands to connect with their audience and to showcase products and services in a more immersive and interactive manner. Here, attendees can explore specific solutions, engage with exhibitors, and gain practical knowledge. A successful expo doesn’t stand alone; it’s the interactive chapter of a larger story that a brand narrates throughout the conference.
Square Enix FINAL FANTASY XIV Fan Festival
While the main keynote stage stood as a beacon, an ever-changing epicenter for diverse sessions ranging from developer panels to a heart-pounding eSports tournament, the heart of FINAL FANTASY XIV Fan Festival was the show floor, where we immersed fans in the captivating worlds of FINAL FANTASY XIV through meticulously crafted experiences to mark the game's 10th anniversary. As fans roamed these realms, they engaged in various custom-designed FFXIV activities through a blend of gamified analog and digital activations. These larger-than-life environments resembled movie sets, transporting onlookers into the breathtaking landscapes of FFXIV.
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Direct Selling Expo
A successful direct selling national brand aimed to up-level its expo experience from previous years, introducing a new product suite in innovative and engaging ways while forging lasting connections with attendees. InVision helped revamp the entire customer journey by infusing the expo experience with interactive moments, leveraging a robust digital infrastructure and gamification to immerse attendees in a journey that extended beyond the event dates.
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Dell Technologies World “The Village” and Solutions Expo
Dell Technologies World delivered an immersive in-person festival, blending exclusive content, thought leadership, networking, and entertainment to deliver key messages and corporate goals throughout the event's vibrant ecosystem, from the keynote stage and breakouts, to the expo floor and attendee Village, located in one massive space.
The Village and Solutions Expo became an interactive, experiential playground for tech enthusiasts featuring interactive art installations, pop-up entertainment, organic opportunities to connect, hands-on learning, and meaningful content that continued the conversations from the keynote stage. This included the Alienware Arena, which brought live excitement and play with gaming pros, demos, and exclusive content, and the Circular Oak, Dell’s symbol of sustainability, a large-scale interactive art piece made from recycled elements and lidar-activated sensors that triggered neon lights in the branches.
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Rise Above the Noise
Participating in trade shows offers a valuable avenue for business exposure and customer engagement. However, amidst the competitive and flashy atmosphere of the show floors, your booth can easily be overshadowed. To optimize the return on investment for your booth space and attendance, strategic planning is essential to ensure your business stands out and becomes the focal point of conversations.
Explore examples of brands InVision partnered with whose booths pushed the boundaries of innovation.
Phoenix Labs Fae Farm Experience at PAX West
PAX West is an annual gathering that celebrates gaming and gaming culture. Its massive expo is not to be missed, filled with the top publishers, developers and studios showing off their products, game demos, musical performances, and e-tournaments.
In partnership with Phoenix Labs, InVision designed a PAX West booth that mirrored the enchanting world of their title, Fae Farm, as part of an overall launch campaign to generate excitement and to promote the impending release of the game. We aimed to create an inclusive and magical fantasy experience, emphasizing diversity and personalization. Attendees were transported to the whimsical world of Azoria with cozy lounges, a campfire, coloring activities, character photo ops, and Fae Farm gameplay. The Fae Farm booth stood out on the show floor from the surrounding high-intensity and more “hard-hitting” games.
Global Consultancy Company
Our client sought to create an experiential space in the bustling expo hall based on their newly released cutting-edge research. The final output realized two separate experiential activations — one that utilized augmented reality, and one that utilized generative AI. The interactive experiences reshaped existing research in a way that felt new and exciting.
For the AR experience, InVision created 3D printed objects which corresponded to different case studies from our client’s research. Attendees used a tablet to explore, immersing them into case-studies they represented, while being presented in a museum-like, highly curated way.InVision created a uniquely bespoke, generative AI experience based on attendee polling data. Attendees responded to a prompt in their own words, and in a matter of seconds the experience created an image, title, and narrative description based on their input focused on sustainability and future cities.
Looking to uplevel your brand activation, trade show, or expo experience? Contact your InVision account director or reach out to us at info@iv.com to learn more.