Nimlok
Technology for Marketing Show
Factsheet
Stand
Size
Medium
Exhibiting Frequency
Annually
Event
Location
UK
Show Objectives
Brand Education
Lead Generation
Engagement Used
Gamification
Interactive Media
Stand Interaction
Connect Engagement
The Brief
Working around the ethos, ‘helping exhibitors become superheroes’, we created a visually appealing and engaging stand with it’s comic book theme that attracted a variety of delegates to participate in our newly developed “Connect” game technology.
Having exhibited at Technology for Marketing for over several years, our goal for 2022 was not only to create an exhibition stand with captivating technology, but also to reiterate Nimlok’s values including our bespoke hired stand combined with clever marketing services such as engagement solutions.
Although we’re not actually superheroes saving the world, we did offer a platform that educated delegates, helping them discover how they can ‘power up’ at their next exhibition.
With this event being our first one to exhibit at again following the global pandemic, we decided to come back bigger than ever, and therefore created a theme with a kapow! Our friendly superhero mascot, expo stand, and game – all designed in house – was a perfect fit to demonstrate our brand ethos of engaging exhibition stands.
Our Response
Our mission was clear: to make our exhibition stand a must-see attraction that would leave a lasting impression on visitors. And with our latest weapon in our arsenal, the Connect gamification tool.
Our crowd-pleasing game enabled up to 8 participants to play at once direct from their own smartphone as the game controller using our proprietary Connect Software that also collected their data as they signed up to play.
The contextual challenge to our message was navigating an exhibition hall gobbling up all the visitors and Nimlok Power Ups whilst avoiding the exhibiting zombies, with names like Lacklustre Lizzie and Distant Dan representing the anthitis of an Exhibiting SuperHeroes. The Nimlok power up pills in turn reinforced our brand message of increasing visitor engagement, bespoke hire stand solution, stand analysis and staff training.
The participant with the most points won a ‘power ball’ containing sweets which appeared and rolled around the gaming screen within a transparent tube into a themed superhero mailbox.
Our superhero theme didn’t stop there… after game play finished, the winner was given a Nimlok superhero sticker. They were asked to place this on their arm, this in return allowed them to participate in an additional competition. Throughout the day, Nimlok exhibiting superheroes would walk around the exhibition hall, spot the delegate wearing a badge and hand them a prize.
This disruptive marketing tactic proved to be a game-changer, significantly increasing our brand exposure at the event.
The Results
In the world of exhibitions detail matters. From the towering structure of our exhibition stand to the trainers we wore, every element was carefully crafted to embody the superhero theme and convey our brand messaging of “powering up your exhibiting performance.”
Our exhibition stand game hit the mark over the two busy days. It drew in crowds and kept them engaged for an average of 12 minutes of brand time per visitor with over 310 unique player entries. A fantastic result that supported our new business objectives, brand positioning and engaging exhibition stands.
