Build it and they will come.

How many times have you heard somebody say that? It’s a tried and test truism of marketing. We’re told that if you make something really good, people will want to see it. More than that, they’ll be beating down the door.

The problem is it no longer works. This is particularly true in the world of live events. Today’s delegate expects a lot more, and if they’ve taken the time to connect with your brand at a show or activation you’d best be ready to dazzle and amaze them. And doing so has a legitimate benefit for both parties. The delegate gets a winning, positive and memorable experience with your brand, and you get to ensure that key messaging is understood, generating leads and boosting your overall return on investment.

Added Value: Why It Matters

As specialists in the planning, design, management and build of live events, with more than 20 years of experience in full-service delivery within the exhibition, conference, activation and experiential sectors, we are well versed in providing additional value to client projects. These solutions, which include gamification, activations and apps, give the client a number of important benefits.

  • Pre-event marketing opportunities to raise awareness and drive footfall
  • Walk-by footfall boost at the event
  • Competition element with leaderboards and prizes
  • Increase of delegate dwell time with the client
  • Delegate has rewarding, fun experience – one that they will remember
  • Client gets data capture and lead generation
  • Content creation and post-event marketing opportunities

We are seeing an increasing demand for these solutions, with our clients from around the world seeing the clear advantages in applying a little “magic” to their live event to enhance the overall visitor experience. Here are some recent projects delivered by Identity that have provided additional value to client builds with innovative, crowd-pleasing solutions.

Sportradar World Cup Quiz

Sportradar is a global leader in understanding and leveraging the power of sports data and digital content for its clients around the world. Betradar, which is a sub-brand of the parent company, exhibited at ICE Totally Gaming 2018, and the Betradar stand was fully designed, built and installed by Identity, measuring an impressive 324 square metres over two decks. The booth included a bespoke, touchscreen World Cup quiz game, which we developed from the ground up. Delegates had to answer a series of questions correctly in the fastest time for the chance of winning a World Cup jersey. The game was displayed on a 55-inch touchscreen housed on a custom-build totem, and included a full leaderboard system, sound effects and animations, and was hugely popular with attendees across the three days of ICE. Following ICE we also rolled out tablet-sized versions of the quiz at other events for Sportradar ported to the Android operating system.

Rovio Angry Birds “High Striker” Strongman Activation

Rovio Entertainment Corporation is best known for the global Angry Birds brand, and the company now offers multiple mobile games, produced The Angry Birds Movie and licenses the Angry Birds brand worldwide. At Licensing Expo 2018 in Mandalay Bay, Las Vegas, Rovio’s Angry Birds booth was designed, built and installed by Identity. Measuring an impressive 225 square metres, the stand had an activation area with a “high striker” strongman game. Delegates were asked to measure their level of anger management by trying to ring the bell, with prizes awarded depending on the level of success. Beautifully designed and lots of fun, the game had great visual appeal and could be seen from some distance at Licensing Expo, helping to drive footfall to the Rovio stand. Moreover, the concept of “testing your anger” very neatly connected with the Angry Birds world, ensuring players walked away after an on-brand, memorable encounter.

Liverpool Vision LED Colour Changing Storeroom

You don’t always have to pull out every bell and whistle in the delivery of a magic solution and often a “less is more” approach can have a fantastic end result. A great example of this was the LED colour changing storeroom that we implemented for our client Liverpool Vision at the 2018 International Business Festival. Promoting Liverpool’s economic development, business and enterprise, the Liverpool Vision stand was both eye-catching and inventive, and the changing bright colours on the storeroom proved to be quite the talking point. The concept also served as a good footfall driver as the effect could be seen from some distance. The stand was a huge success, attracting delegates such as ship builders, car manufacturers, technology companies and universities.

Ready To Add Some Magic To Your Next Event?

Our team will work with you to turn concepts into reality with solutions for all budgets, including off the shelf and bespoke work for both digital events and physical builds. To get started on your next project, call Identity today on 01323 469111 or email us at