Event Marketer Summer 2023 - 84

BEST TRADE SHOW
ENVIRONMENT
EX AWARD WINNER
CAMPAIGN: Android at CES
CLIENT: Google
PARTNER: Sparks
Trade show environments continue to
lean more heavily on consumer-inspired
experiential elements to immerse and
surprise and delight a captive, but often
overstimulated, audience. When Google, which
is known for its playful escapist environments,
set out to showcase the Android mobile
operating system for the first time at CES,
it activated two self-guided journeys within
an 80-foot by 100-foot structure outside the
convention center that would clearly illustrate
how the Android ecosystem " seamlessly "
connects devices.
The exterior of the space featured gigantic
graphics and a 20-foot by 55-foot LED screen
on the exterior facade with colorful brand
messaging. As attendees waited in line to
enter the building, a massive chrome Android
blew soap bubbles at them. Spinning chairs
were also on deck and contributed to the
playful atmosphere. And an ice cream pop-up
served ice cream to guests.
Once attendees entered the building, they
were greeted by a massive spinning Android
mascot. Visitors who were interested in
the auto experience had the option to pick
between two auto demos, a BMW i7 Android
Auto or a Volvo EX90 with Google built in.
Attendees also had the opportunity to explore
the entire experience and interact with 18
custom-built demos. According to the team,
the " joy concept was evident everywhere you
looked. " For example, attendees could pull the
handle on a slot machine; confetti filled the
screens, and a gumball was dispensed.
" Clear, intentional " staging areas for
queues led visitors to various rooms and
" discovery journeys. " A bright green Androidshaped
swing illustrated how consumers could
take a selfie with their watch. Other areas
showed attendees how to control their TV with
their phone, how to set the temperature and
lighting in their home from their watch, and
how to transfer music to a different room of
their house via a touchpad.
In all, the Google team transformed
" tech-y " demonstrations into playful
experiences. And attendees were dialed in.
The Android CES experience had more than
15,000 attendees over the course of the tech
show, and a majority of attendees rated their
experience as " excellent. "
84
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Event Marketer Summer 2023

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