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Without a doubt, Google Android stole the show this year at Mobile World Congress in Barcelona with the simplest, yet most engaging PR stunt that the show has seen in some time.
Each year, over 90,000 people flock to the Fira Gran Via in Barcelona to hear from leaders in the mobile technology industry, to network and to wander around eight halls filled with companies demonstrating the latest in new technology, devices and wearables. The event lasts for four days and as you can imagine, if you are exhibiting, you have to find a way to get your voice heard above all the noise in order to make an impression at such a huge trade show. Google Android “nailed” it with their “Be together, not the same” collectible pins. Yes badges, at a high tech trade show, every conversation included discussion about the collectibles. For four days in Barcelona, little metal pin badges became a new currency.
Google positioned a 2ft tall Android statue at each of their partners, signifying that the stand had pins to give away. It also served to promote the partnership AND drive foot traffic to the stand too as “pin fever” took hold. The stands had a new pin to give away each day and designs were never repeated.
Google also had 2 Android stands outside the venue and Google staff walking around the show with messenger bags full of pins. The idea was to visit each stand each day to complete the collection and Google not only handed out a treasure map showing where to collect the badges, but also launched a micro-site to tick off the badges as you collected them and trade any duplicates with other people at the show. Not only were they keeping their partners happy, advertising who used Android on their mobile devices, but they also facilitated some amazing networking!
The hardest pin to find seems to have been the Android robot holding a lollipop, this reportedly could be found by finding a particular member of Google staff, showing him your pins that you had to be wearing, most chose to attach them to their lanyards, and he would reward you with the badge.
It was the most amazing phenomenon, like a playground craze condensed into just four days and conducted by business men and women not children. Even the most cynical got caught up in the pin fever by the end of the show! It was also an incredible way to make a huge impression at a very busy show, whilst keeping their partners happy, potential clients happy and the show hosts happy. In short, a stroke of PR genius.
Outsourced Events provides trade show management services to major blue chips. Do you need help with your trade show presence? Call +44 (0) 208 995 9495 or email Deb Jowett.
