The busiest experiences were often the simplest. Mini golf, raffles and presenter-led activities all pulled people in because you could see what was happening and instantly understood how to get involved.
Our standout was a presenter-led challenge to hold a 5kg bag at arm’s length for as long as possible. So simple, but it instantly brought out everyone’s competitive side and turned strangers into an audience cheering each other on.
Some brands also went all in on a theme, like Island’s train station that felt more like a destination than an exhibition stand. A great way to stand out on a busy show floor.
And then there was the swag. We all love a freebie, but brands went above and beyond with genuinely useful, personalised or nostalgic items you’d want to keep rather than throw in the bin.
The experiences that worked best were the ones you understood at a glance. The ones that struggled were the opposite: digital setups that looked impressive but took too long to explain, unclear signage and, in a few cases, tech that simply wasn’t working.
Presenter-led experiences pulled some of the biggest crowds, but there wasn’t much of it. With so many stands offering similar games and interactions, it felt like a missed opportunity to do something people could gather around, watch together and get involved in.
What we’re taking away
✓ Don’t overcomplicate it
✓ Make joining easy
✓ Give people a reason to stop