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  1. Production & Strategy
  2. Event Management

22 Ways Exhibitors Got Attention on the E3 Show Floor

From a full-scale rap concert to wacky interactive opps, here's how brands drummed up buzz at the annual expo.

Alesandra Dubin
June 20, 2016

About 70,000 people participated in the events surrounding the latest incarnation of the Entertainment Software Association's buzzy E3 gaming industry trade show, which ran from June 13 through 15 at the Los Angeles Convention Center and showcased 1,600 products from more than 250 exhibitors.

Notable this year, E3 broke records for social media numbers across all channels, with more than 7 million posts on Twitter alone. As well, more than 42 million gamers watched E3 content on Twitch, the show's official streaming partner; that viewership is the highest of any video game convention broadcast on the network.

From wild set builds to high technology, here are some of the ways exhibitors grabbed the attention of the crowd.

Lil Wayne performed a surprise show for fans at the Samsung exhibit to promote his mobile skateboarding game Sqvad Up. He performed parts of 15 songs.
Lil Wayne performed a surprise show for fans at the Samsung exhibit to promote his mobile skateboarding game Sqvad Up. He performed parts of 15 songs.
Photo: Joe Scarnici/Getty Images for Samsung
As part of the production at Samsung's exhibit, six skateboarders skated behind the rapper.
As part of the production at Samsung's exhibit, six skateboarders skated behind the rapper.
Photo: Charley Gallay/Getty Images for Samsung
Samsung let attendees checkout its 4D VR Chairs, where users experience the feeling of riding a roller coaster through virtual reality.
Samsung let attendees checkout its 4D VR Chairs, where users experience the feeling of riding a roller coaster through virtual reality.
Photo: Charley Gallay/Getty Images for Samsung
The Mafia III exhibit was perhaps the show floor's most elaborate. It was arranged like a vibrant street scene, with details built out both within the exhibit and on its exterior. Inside the exhibit was a cinema complete with marquee and neon.
The Mafia III exhibit was perhaps the show floor's most elaborate. It was arranged like a vibrant street scene, with details built out both within the exhibit and on its exterior. Inside the exhibit was a cinema complete with marquee and neon.
Photo: Alesandra Dubin/BizBash
Wrought iron-like detailing decorated the outside of the Mafia III exhibit, creating the look of second-floor balconies over storefronts. Black shutters decorated paned windows, and hanging plants finished the look.
Wrought iron-like detailing decorated the outside of the Mafia III exhibit, creating the look of second-floor balconies over storefronts. Black shutters decorated paned windows, and hanging plants finished the look.
Photo: Alesandra Dubin/BizBash
The inside courtyard area included a floor meant to resemble paving stones or bricks.
The inside courtyard area included a floor meant to resemble paving stones or bricks.
Photo: Alesandra Dubin/BizBash
Entertainment included a tarot card reader and fortune teller.
Entertainment included a tarot card reader and fortune teller.
Photo: Alesandra Dubin/BizBash
The exhibit's faux storefronts included old-fashioned television sets in a mock electronics store, plus an illuminated sign blazing 'bar.'
The exhibit's faux storefronts included old-fashioned television sets in a mock electronics store, plus an illuminated sign blazing "bar."
Photo: Alesandra Dubin/BizBash
Nintendo's exhibit included backdrops and arched set pieces that resembled a castle to promote its latest in the Zelda franchise: The Legend of Zelda: Breath of the Wild.
Nintendo's exhibit included backdrops and arched set pieces that resembled a castle to promote its latest in the Zelda franchise: The Legend of Zelda: Breath of the Wild.
Photo: Alesandra Dubin/BizBash
In Nintendo's exhibit, a green grass-like floor sprawled underfoot, and trees and foliage decorated the area, including under gaming stations, for a lush outdoor look.
In Nintendo's exhibit, a green grass-like floor sprawled underfoot, and trees and foliage decorated the area, including under gaming stations, for a lush outdoor look.
Photo: Alesandra Dubin/BizBash
Within Nintendo's exhibit, celebrities like DJ Steve Aoki posed with life-size interactive set pieces that mirrored elements from the game.
Within Nintendo's exhibit, celebrities like DJ Steve Aoki posed with life-size interactive set pieces that mirrored elements from the game.
Photo: Michael Kovac/Getty Images for Nintendo
Square Enix's exhibit included a theater-like setup with an enormous screen.
Square Enix's exhibit included a theater-like setup with an enormous screen.
Photo: Alesandra Dubin/BizBash
In keeping with the Farming Simulator franchise's traditional farm-inspired setup, this year's exhibit featured a red barn complete with rustic seating in front—and life-size statues of a cow and pig.
In keeping with the Farming Simulator franchise's traditional farm-inspired setup, this year's exhibit featured a red barn complete with rustic seating in front—and life-size statues of a cow and pig.
Photo: Alesandra Dubin/BizBash
Ubisoft's exhibit included a theater in the round, surrounded by screens that supplied attendees with front-facing views of the action no matter where they stood.
Ubisoft's exhibit included a theater in the round, surrounded by screens that supplied attendees with front-facing views of the action no matter where they stood.
Photo: Alesandra Dubin/BizBash
Bethesda promoted its Fallout 4 with a three-dimensional wall decorated to look like an enormous underground bunker.
Bethesda promoted its Fallout 4 with a three-dimensional wall decorated to look like an enormous underground bunker.
Photo: Alesandra Dubin/BizBash
Underground bunkers were a popular theme: The movie 10 Cloverfield Lane set up an exhibit meant to look like the inside of a dated bunker, complete with board games, a TV, patterned sofas, and kitchen cupboard items. There was also a charging station that beckoned attendees to stay awhile.
Underground bunkers were a popular theme: The movie 10 Cloverfield Lane set up an exhibit meant to look like the inside of a dated bunker, complete with board games, a TV, patterned sofas, and kitchen cupboard items. There was also a charging station that beckoned attendees to stay awhile.
Photo: Alesandra Dubin/BizBash
Tekken 7 set up an elaborate photo station in the convention center's airy lobby, complete with oversize statue and costumed characters.
Tekken 7 set up an elaborate photo station in the convention center's airy lobby, complete with oversize statue and costumed characters.
Photo: Alesandra Dubin/BizBash
Just adjacent, Final Fantasy XIV set up another photo op, complete with enormous “Fat Chocobo” statue that attendees lined up to climb on.
Just adjacent, Final Fantasy XIV set up another photo op, complete with enormous “Fat Chocobo” statue that attendees lined up to climb on.
Photo: Alesandra Dubin/BizBash
360Dome.pro showed off its dome projection technologies within structures—full domes and smaller, partial domes—that allowed guests to fully experience them.
360Dome.pro showed off its dome projection technologies within structures—full domes and smaller, partial domes—that allowed guests to fully experience them.
Photo: Alesandra Dubin/BizBash
Resident Evil's elaborate exhibit included a windowed residence complete with a porch, locked behind wrought-iron gates.
Resident Evil's elaborate exhibit included a windowed residence complete with a porch, locked behind wrought-iron gates.
Photo: Alesandra Dubin/BizBash
Nearly 20,000 Airheads Bites candies comprised a logo mural for Gamespot.
Nearly 20,000 Airheads Bites candies comprised a logo mural for Gamespot.
Photo: Alesandra Dubin/BizBash
A tricked-out car rotated on a circular platform for Forza Horizon 3.
A tricked-out car rotated on a circular platform for Forza Horizon 3.
Photo: Alesandra Dubin/BizBash
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