Intel's LED-Powered 'Forest' Lights up CES - Event Marketer

Intel’s LED-Powered ‘Forest’ Lights up CES

2016_Ex_EX_TradeShow_Intel
Brand: INTEL
Agency: LEADDOG MARKETING GROUP MILK STUDIOS THE TAYLOR GROUP
Awards: EX AWARDS — BEST TRADE SHOW EXHIBIT
Year: 2016

The Las Vegas Convention Center exhibit halls are absent of natural light, but Intel at CES 2015 was able to incorporate a little bit of the natural world using its signature, high-tech, high-touch design sense—earning its highest Net Promoter Score to date in the process. Futuristic LED-topped trees helped anchor an ecosystem of Intel products and innovations, brought to life with activations and demos like a 3D 120-foot video tunnel powered by Intel RealSense technology that captured visitors in sand, snow and asteroid scenarios.

In a crowded exhibit hall, the “forest” of experiences begged to be explored. Surrounding the base of each 18-foot-tall tree (there were six total) were interactives powered by Intel Inside and a variety of devices, all untethered—another signature Intel design move. Each tree served as a demo zone with its own dedicated brand ambassador ready to discuss the specs. At a “clearing” was the Spotlight Stage, where a constant rotation of campfire-like stories, live performances and appearances by artists and innovators took place. The lightweight aluminum exhibit structure had dark blue-black melamine surfaces lit up by LED and mirrored strips (think: fireflies) adding to the ambiance. An LED thread lined the top perimeter (think: Tinkerbell’s pixie dust). The entire space changed colors, synching screens and tree canopies with key messages coming out of the theater.

On top of the Net Promoter Score win, Intel earned high satisfaction rates from visitors: 86 percent associated Intel with technologies other than PCs, a huge win for the brand that wants the world to know it isn’t just a chip maker.

Naturally.

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