What the Daytona 500 is for auto racing, the International Consumer Electronics Show is for event marketing. CES has become an unofficial annual kick-off for this industry—with big brands, big budgets and big experiences uncorked in Las Vegas the first week of January.
For many an event marketer, CES is not unlike an economic forecast. The show is used to get a feeling of budget lifts, what’s happening, who’s doing what (and why)… and where experiential marketing is going. After all, where else can you spend the morning with Intel and LG, the afternoon with Samsung and Under Armour and then wrap things up with Audi and American Express before dinner? Exactly.
After more than a decade, nobody can cruise CES like we can. Not only do our editors know how to cut from North Hall into South Hall quicker than most LVCC security guards, we have the inside scoop on where all the action is. The challenge, obviously, is that there’s a whole lotta action. And so this year we’ve decided to give you a taste of 10 notable experiences, from Intel’s all-new kit to Samsung’s in-booth experiential rooms to Audi’s caged monolith. Here we go....
8. American Express
For its OPEN small business unit, Amex tapped into the CES 2015 audience with a booth designed to show off the tools and solutions available to businesses that use American Express. The anchor: a “Capture the Receipt” gamification experience in which contestants had 30 seconds inside an air booth to grab as many business expense receipts as possible. Then they matched codes from the receipts against a monitor (and in front of an audience) to win gift cards and t-shirts. Gets our award for the booth with the best emcee at CES—and we give Troy huge bonus points for explaining to attendees why the hell American Express was even at CES in the first place. “For those who are wondering why we’re exhibiting at this trade show, we’re here because many of you are business owners and we wanted to come here and spend some time with you.” Mom was right—telling the truth does feel good. Agency: Momentum Worldwide.