Event Marketer Spring 2023 - 35

FIELD REPORT
simulator that took them on a flight using
VR headsets or play the Zero Arcade's
Wheel of Actions game. While exploring
the space, participants were encouraged to
collect three stamps, available at each station,
to earn a prize, such as an upcycled
tote bag, action eco bag or SK & Friends
sticker.
SK extended its footprint to the outdoor
exhibit area by partnering with two
food trucks, Perfect Day and Nature's
Fynd. SK distributed free vouchers at its
booth that attendees could redeem outside
at the food trucks for animal-free
ice cream sandwiches, planet-positive
milk (bingsu) or dairy-free cream
cheese. Attendees enjoyed their snacks
at SK-branded tables, and signage next
to the food trucks shared SK & Friends'
mission to reduce 370,000 tons of carbon
emissions through sustainable food.
(Partners: MC2, build; NMR Events; Fine
Design Associates)
SONY
Going against the trend of large enclosed
booths seen on the show floor, Sony
instead took advantage of a wide-open
floor plan with minimal barriers, utilizing
light curtains and hanging fabrics with
cutouts to guide attendees between exhibits.
Sony kept its booth design clean and
simple with a white and gray color scheme
throughout its expansive space, and pops
of color, created through lighting and
screens, emphasized certain technology
experiences.
From the metaverse to mobility, Sony
brought its booth experiences under the
overarching theme of " Moving People
Forward. " Sony Honda Mobility showcased
a gray EV prototype that matched
the booth's color pattern, as part of its
new brand AFEELA, featuring a Media
Bar
transported into the metaverse's virtual
Etihad Stadium, Manchester City's home.
After a countdown, the participants had
15 seconds to rally fans (bystanders) with
cheers and small movements while standing
in the ring. The captured footage rendered
almost instantly, displaying the participants
on screen in the metaverse wearing
the same clothes and replicating the
same movements from seconds earlier.
interface enabling communication
between intelligent mobility and surrounding
people. In advance of its official
release on Feb. 22, Horizon Call of
the Mountain was available for attendees
to play through a PlayStation VR2
headset for PlayStation 5 in individual
game-branded spaces.
CES attendees got to be among the
first to experience the next generation of
virtual fan engagement through a proof
of concept with Manchester City Football
Club. Participants stepped into a circular
space surrounded by a hanging ring
of stage lights and seven sensors on tripods
that would capture them as avatars
eventmarketer.com
TCL
Ahead of Super Bowl LVII, TCL became
the Official TV Partner of the NFL. Honoring
its partnership with the league, TCL
set up a football-themed space featuring a
backdrop with the NFL and TCL logos, a
football field carpet, jerseys, helmets and
footballs, but these didn't compare to the
main events that attendees lined up for:
pictures with visiting NFL stars, like Hall
of Famers Charles Woodson and Terrell
Davis, and the Vince Lombardi Trophy.
Still, the NFL partnership space was just a
sliver of TCL's footprint, which stretched
across two booths.
The first offered attendees a look at its
lineup of LED and QLED TVs, including
its first inkjet printing OLED TV with
crisp colors that intrigued passersby.
Neon icons adorned a gaming station that
brought six PC gamers together at a table
or allowed individual gamers to try out a
console game on the big screen. Also on
display were home theater soundbars and
audio solutions, as well as smartphones
and smart tech, such as the TCL RayNeo
X2 augmented reality glasses that attendees
enjoyed trying on.
TCL's second booth focused on home
appliances, including smart air conditioning,
humidifiers, air purifiers and refrigerators,
with the goal of increasing awareness
of the TCL brand in the U.S. home
market. A Super Kitchen game, played on
a touch screen the size of an actual fridge,
challenged attendees with food sorting at
different temperature settings.
USPS
The United States Postal Service showed
off its new electric Next Generation Delivery
Vehicle, part of the agency's commitment
to deploy more than 66,000 electric
vehicles by 2028. In addition to the EV
centerpiece, several interactive stations
educated attendees on the Postal Service's
expanded delivery options for businesses
and efforts in progress to modernize the
USPS network and services. A 20-foot by
30-foot media wall displayed elements of
the Postal Service's transformation, and
attendees could design their own shareable
stamp art on touch-screen kiosks or
try their hand at a Pac-Man-style game
that had them use a joystick and button to
navigate a USPS delivery truck around a
neighborhood distributing mail.
SPRING 2023 EVENT MARKETER
35
http://www.eventmarketer.com
Event Marketer Spring 2023

Table of Contents for the Digital Edition of Event Marketer Spring 2023
