Being Indoors and Out at CES '08 - Event Marketer

Being Indoors and Out at CES ’08

Even with all that real estate Intel managed to make everything tie together thematically. Each and every element was cherry-picked and engineered to bring the brand to life and show just “how Intel makes a difference in their daily lives ” says Victor Torregroza events program manager for Intel.

There were of course challenges. The company’s core products—processors and processor technologies—make a lot of things go but it could be difficult to get that across to attendees and consumers who are used to having things they can touch hold and immediately understand. Another problem? Selling the booth concept internally. With such a large investment and so much space to work with Intel’s CES marketers had to make the case for an open design that gave attendees plenty of room to move around in. “We had to maintain a discipline of democracy to keep the space open clean and easy to navigate ” Torregroza says.

In the end the approach paid off. Here a tour inside (and outside) Intel’s 2008 CES Experience.

Going Interactive. At the front of the exhibit was what Intel refers to as the Exploratorium. The space which contained a variety of quick games and activities that attendees could check out was designed specifically for the attendee who might only have five or 10 minutes to get the Intel message. Attendees could pick any activity and still go away knowing more about both Intel as a company and its products. The brand also varied the activities to appeal to attendees’ comfort zones. For example an activity called Silicon Rockstar pitted show-goers against each other in a game-show environment. The person who answered the most Intel-centric questions correctly in the shortest time walked away with a t-shirt. Conversely the Hi-Def Lounge allowed more introverted attendees to sit inside enclosed spinning chairs with focused audio and watch clips of the BBC show “Planet Earth” on new Centrino laptops powered by Intel.

To keep the interactive element strong the brand decided to incorporate fewer straightforward stand-alone demos into the exhibit. In 2007 the brand included approximately 50 demos; this year it included only 16.

“We wanted to have more opportunities for people to engage in a unique way ” says Ric Peeler manager-corporate event marketing for the brand.
For attendees who wanted a more in-depth experience there were three dedicated tour guides on site to handle special appointments including potential clients and government reps (Agencies: Live Marketing Chicago. Exhibit Builder: The Taylor Group Brampton Ontario Canada.)

The Great Outdoors. Just outside of the convention center the brand continued to make connections with its Pit Lane Park experience which hyped its WiMAX technology leveraged its Formula 1 racing and BMW relationships and tied back in with the booth inside the LVCC.

Visitors to Pit Lane Park walked through a museum of race car parts experienced the fitness regimen of an F1 driver in a mock training center and watched drivers—including motorcycle stunt driver Chris Pfeiffer—take to the track.

But the smartest inclusion in Pit Lane Park may have been its WiMAX demo which featured a miniature track with remote-controlled cars. Controllers from inside Intel’s indoor exhibit powered the cars… via WiMAX. “How do you communicate WiMAX? This helps us immediately break through and help attendees get it ” Torregroza says.

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