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  1. Production & Strategy
  2. Event Management

technology

June 6, 2018
Scion at the New York International Auto Show
Scion at the New York International Auto Show
In the Scion area, attendees could get cards to play interactive games.
Photo: Nadia Chaudhury/BizBash
2. Kill two birds with one stone.
2. Kill two birds with one stone.

Badges are also an opportunity to give attendees necessary information—without making them carry around a heavy event program. At C2 Montréal last month, attendees wore klik name badges from Montreal-based technology company PixMob. In addition to displaying guest credentials in a large, easy-to-read format, the badges connected them to the klik technology—an audience engagement solution that can be used for ticketing and registration, data and analytics, event communication, and much more. The LED wearable can light up in 16-million different colors in response to remote control commands. In addition to badges, the klik technology can be used in wristbands and in buttons on lanyards; event organizers can rent or buy the wearables.

Photo: Mateo Casis
1. Break the ice.
1. Break the ice.

One of the primary functions of a name badge is to increase conversations and networking. For the ninth iteration of the Engage! luxury-wedding business summit, held in Las Vegas in 2012, name badges served as an icebreaker: The number of crystal charms on the tag identified how many times the badge-wearer had attended an Engage! conference. Veteran attendees had nine balls, while first-timers had one.

Photo: Readyluck
For the inaugural Teen Vogue Summit, held in Los Angeles in December, badges also aimed to spark conversation: Each one included the attendees’ social handle and a cause they were most passionate about. Guests could also customize the badges—which were adorned with the hashtag #Goals—with fun, on-theme buttons throughout the day.
For the inaugural Teen Vogue Summit, held in Los Angeles in December, badges also aimed to spark conversation: Each one included the attendees’ social handle and a cause they were most passionate about. Guests could also customize the badges—which were adorned with the hashtag #Goals—with fun, on-theme buttons throughout the day.
Photo: Vivien Killilea/Getty Images for Teen Vogue
TEDActive in Palm Springs, California, in 2013, had a similar idea: Buttons with blank fields labeled 'Talk to Me About ... ' invited guests to write a short list of topics they love or are knowledgeable about, to encourage meaningful mingling. Attendees could attach the buttons to their existing badges. The independent TED-style event TEDxWaterloo in Canada, takes it a step further, leaving titles and company names off of name badges. Instead, organizers leave 40 characters on the badges for attendees to finish the phrase “I'm chasing … ,” which gets conversations started among attendees on a deeper level.
TEDActive in Palm Springs, California, in 2013, had a similar idea: Buttons with blank fields labeled "Talk to Me About ... " invited guests to write a short list of topics they love or are knowledgeable about, to encourage meaningful mingling. Attendees could attach the buttons to their existing badges. The independent TED-style event TEDxWaterloo in Canada, takes it a step further, leaving titles and company names off of name badges. Instead, organizers leave 40 characters on the badges for attendees to finish the phrase “I'm chasing … ,” which gets conversations started among attendees on a deeper level.
Photo: Alesandra Dubin/BizBash
Another way to let guests express their personalities is through badge ribbons, which hang at the bottom of the badge. While ribbons often are used to designate event roles—speaker, alumni, etc.—they can also be used to break the ice. PC/Nametag offers seven themed “fun packs” of ribbons that can be customized with items such as emoji.
Another way to let guests express their personalities is through badge ribbons, which hang at the bottom of the badge. While ribbons often are used to designate event roles—speaker, alumni, etc.—they can also be used to break the ice. PC/Nametag offers seven themed “fun packs” of ribbons that can be customized with items such as emoji.
Photo: Courtesy of PC/Nametag
For Etsy’s first New York conference in 2013, organizers demonstrated simple changes to enhance sustainability. The conference program and badge were combined into one item to minimize waste and to keep attendees' hands free.
For Etsy’s first New York conference in 2013, organizers demonstrated simple changes to enhance sustainability. The conference program and badge were combined into one item to minimize waste and to keep attendees' hands free.
Photo: The Photo Booth Party
Another way badges can increase effectiveness is through the addition of a Poken. The device attaches to a badge's lanyard and comes in dozens of conversation-starting designs such as a panda bear, a ninja, and a bumblebee (as well as a simple black-and-white model). The device uses near-field communication, so simply tapping two together exchanges the information stored on them, such as contact information, social network profiles, documents, videos, and Web sites. After the event, users plug the Poken into their computer's USB port to see all the people and information collected.
Another way badges can increase effectiveness is through the addition of a Poken. The device attaches to a badge's lanyard and comes in dozens of conversation-starting designs such as a panda bear, a ninja, and a bumblebee (as well as a simple black-and-white model). The device uses near-field communication, so simply tapping two together exchanges the information stored on them, such as contact information, social network profiles, documents, videos, and Web sites. After the event, users plug the Poken into their computer's USB port to see all the people and information collected.
Photo: Courtesy of Poken
3. Complement the decor.
3. Complement the decor.

If every attendee is going to be wearing a badge, it's a good chance to enhance an event's decor. For the 2016 edition of Engage!, held in Palm Beach, Florida, Vanessa Kreckel of Two Paper Dolls designed the colorful leather name tags, which tied into the event’s tropical theme. 

Photo: Jeremie Barlow
National badge-design company PC/Nametag offers a variety of attractive options for events, including colorful badges printed on metallic silver. The lanyard colors can be matched to the badge to create an eye-catching tag that can complement an event’s decor.
National badge-design company PC/Nametag offers a variety of attractive options for events, including colorful badges printed on metallic silver. The lanyard colors can be matched to the badge to create an eye-catching tag that can complement an event’s decor.
Photo: Courtesy of PC/Nametag
Summer Brand Camp—an annual conference in Dallas for foodservice industry professionals working in human resources, marketing, and operations—incorporates camp-style elements every year. For the 2015 conference, organizers evoked a craft station at a kids’ camp, inviting guests to decorate their name badges with colored beads.
Summer Brand Camp—an annual conference in Dallas for foodservice industry professionals working in human resources, marketing, and operations—incorporates camp-style elements every year. For the 2015 conference, organizers evoked a craft station at a kids’ camp, inviting guests to decorate their name badges with colored beads.
Photo: Jill Harper/Summer Brand Camp
For Be Inspired PR’s Tassels and Tastemakers networking event, held in Los Angeles in 2016, name badges added to the event’s simple yet upscale design. The multicolored tags, which simply listed attendees’ first name and social-media handle, were displayed on a wall designed by Couture Events.
For Be Inspired PR’s Tassels and Tastemakers networking event, held in Los Angeles in 2016, name badges added to the event’s simple yet upscale design. The multicolored tags, which simply listed attendees’ first name and social-media handle, were displayed on a wall designed by Couture Events.
Photo: Anna Delores Photography
4. Sometimes, less is more.
4. Sometimes, less is more.
For smaller events, name tags don’t have to break the budget—or stick to a standard format. Artist marketplace Minted suggests a D.I.Y. option for event hosts using a simple button maker. The colorful round buttons are a simple, unobtrusive way to share guest names plus a small fun fact about them—which encourages conversation. Read more about the process on Minted’s Julep blog.
Photo: Melanie Blodgett for Julep
For New York Fashion Week in 2009, sponsor YKK—a zipper manufacturer—created unique lanyards for the badges every attendee needed to access the tent. Instead of a branded fabric strap, YKK supplied an oversize, functioning zipper, which gave attendees something to fiddle with while waiting for shows to start.
For New York Fashion Week in 2009, sponsor YKK—a zipper manufacturer—created unique lanyards for the badges every attendee needed to access the tent. Instead of a branded fabric strap, YKK supplied an oversize, functioning zipper, which gave attendees something to fiddle with while waiting for shows to start.
Photo: BizBash
Epic Games
Epic Games

After developing one of the most popular games of 2017 in Fortnite, Epic Games expanded their E3 footprint this year with an eye-catching booth designed by Orange County-based event firm FGPG. The 10,000-square-foot immersive space drew guests in with the Fortnite logo displayed in 12-foot letters. Below the sign was a custom-fabricated "battle bus," a nod to the game.

Photo: Courtesy of FGPG
Epic Games
Epic Games

At the Epic Games booth, fans could pose with props from Fortnite. Other photo ops included a green-screen activation where guests could hang on a custom-fabricated hang glider; 3-D mapping allowed them to appear in scenes from the game.

Photo: Courtesy of FGPG
Epic Games
Epic Games

Other highlights from the two-story booth included 18-foot hot air balloons, a 100-pound disco ball, and a performance stage. More than 160 lighting cues matched the booth’s lighting with the sizzle reel of Fortnite being shown on large screens. The space was awarded the “Best Booth Design” award from GamesIndustry.biz.

Photo: Courtesy of FGPG
Take-Two Interactive
Take-Two Interactive

While Take-Two Interactive’s booth was solely for private meetings, the company still created a stylish, design-heavy space. Mirelle Phillips, director of experiential for Take-Two, worked with Tony Schubert of Event Eleven to design the 8,000-square-foot space, which was intended to serve as a calm retreat in the middle of the packed show floor. Studio Lily Kwong handed the landscaping throughout the space.

Photo: Line8 Photography
Take-Two Interactive
Take-Two Interactive

Inside, the one-story booth featured nine meeting rooms, a central courtyard, a cafe, a bar, a refreshment area, and a lobby. Screens displayed a blue sky overhead, and furniture from FormDecor offered comfortable, quiet spaces for meetings. Alpha & Omega Displays handled the fabrication, while 4 Wall designed the lighting and CBC Technical handled audio. Green Set provided the greenery throughout the space.

Photo: Line8 Photography
Take-Two Interactive
Take-Two Interactive

The booth stood out because, unlike other E3 booths, there were no demo kiosks or screens showing the publisher’s popular games, such as Red Dead Redemption 2 or WWE 2K. There was, however, one room devoted to Take-Two’s NBA2K. The stylish space had subtle basketball-theme artwork on the walls.

Photo: Line8 Photography
Frontier Developments
Frontier Developments

British video game developer Frontier Developments recreated scenes from its Jurassic World Evolution game for its booth at the South Hall. Designed by London-based marketing agency Envy, the booth depicted dinosaurs, chain-link fences, and broken-down cars—all of which proved to be popular photo ops throughout the week. 

Photo: Claire Hoffman/BizBash
Frontier Developments
Frontier Developments

Attendees entered the booth through large wooden doors that evoked the movie and game—and drew attention on the crowded show floor.

Photo: Claire Hoffman/BizBash
Bethesda Games Studios
Bethesda Games Studios

To celebrate the upcoming Fallout 76—an online multiplayer role-playing game—the entrance to Bethesda Games Studios’ 20,000-square-foot booth depicted the game’s 1950’s-style dystopia. Purepartner by Design recreated the “Reclamation Day” scene from the trailer, using custom-made pendants, balloons, and confetti from Geffen Events that evoked the game’s retro feel. Actors dressed in 1950s attire greeted guests.

Photo: Claire Hoffman/BizBash
PlayStation
PlayStation

PlayStation drew attention to its booth with a series of massive panels that showed off colorful images from a variety of its upcoming games—including Ghost of Tsushima, Spider-Man, and Death Stranding. Large mirrors allowed the artwork to be seen from all angles. Also in the booth, a massive screen played clips and trailers from the highly anticipated game The Last of Us Part II, and additional decor was inspired by controller buttons.

Photo: Scott Kirkland/PictureGroup
Facebook Gaming
Facebook Gaming

In its first year with a booth at E3, Facebook Gaming had a simple-yet-eye-catching space in the South Hall that incorporated the brand’s logos and colors. Designed to celebrate the Facebook Creator program, the booth had creator demo pods, an Oculus demo area, and a live stage where fans could watch game creators play in real time. The brand also had a presence in the West Hall, where Andrea Rene from What’s Good Games conducted interviews in a live studio, which were streamed on Facebook. Finally, a session at the E3 Coliseum discussed the brand’s Women in Gaming initiative, which champions diversity in the gaming industry.

Photo: Claire Hoffman/BizBash
Facebook
Facebook

In another activation area, Facebook used mirrors for a photo op inspired by the new Spider-Man game. Fans could lay on a mural depicting the side of a building, and a large mirror above them created the appearance that they were hanging onto the building to escape the monster below. Additional promotions for the new Spider-Man game were scattered throughout the convention center, such as newspaper boxes with free copies of the fictional Daily Bugle paper. Jack Morton Worldwide produced the activation.

Photo: Claire Hoffman/BizBash
Square Enix
Square Enix

Fans and buyers could test out the upcoming Shadow of the Tomb Raider game in the Square Enix booth, which was designed to evoke the game with greenery and Mayan symbols.

Photo: Claire Hoffman/BizBash
E3 ESL Arena
E3 ESL Arena

New this year was a 7,500-square-foot esports booth and stage. Located in the center of the South Hall with seating for 200 fans, the stage was a partnership between the ESA and ESL, the world’s largest independent esports company. A highlight of the week was Tencent’s Arena of Valor playoffs, part of an international gaming tournament with a prize of $550,000. The playoffs were held on June 12 and 13 on the stage, and broadcast on the Arena of Valor Twitch channel.

Photo: Claire Hoffman/BizBash
Sony Interactive Entertainment
Sony Interactive Entertainment

For the new baseball-theme video game MLB The Show 18, Sony Interactive Entertainment turned its booth into a bar and lounge. Located in the outdoor space between the South and West Halls, the area gave attendees a chance to beat the heat by grabbing a drink and sitting on plush couches to watch scenes from the game. There was also a batting cage on site. The bar had a mirrored back decorated with a variety of trophies and flat-screen TVs.

Photo: Claire Hoffman/BizBash
Activision
Activision

While Activision hasn’t always hosted its own booth, the publisher did have one this year to promote games including Destiny 2: Forsaken and Call of Duty: Black Ops. Working with Los Angeles-based fabrication company the Scenic Route, Activision drew attention with large signage that stood out above the crowd, as well as bright, eye-catching images from the games.

Photo: Courtesy of Activision
T-Mobile
T-Mobile

T-Mobile built an attention-grabbing lounge on the show floor where fans could relax, recharge, and watch live interviews with esports competitors. A bright pink bus was hollowed out and used to sell T-Mobile merchandise.

Photo: Claire Hoffman/BizBash
Nintendo
Nintendo

After transforming into a colorful, larger-than-life recreation of New Donk City for last year’s show, Nintendo’s booth was a bit more scaled down this year—but no-less visible. Themed around the new Super Smash Bros. Ultimate and Pokémon Let's Go! games, the bright red booth featured large-scale signage and massive televisions showing game trailers and clips. Memorabilia in glass cases were set up throughout the space.

Photo: Rich Fury/Getty Images for Nintendo
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