PROBLEM: How do you make an impact on attendees at a trade show with 2,500 exhibitors and a floor that sprawls over an entire convention center and into a nearby hotel?
ANSWER: At least for Microsoft’s new Bing Mobile app at January’s Consumer Electronics show in Las Vegas: Get to ‘em before they even go through the door.
Microsoft’s agency JWT worked with Show Media to wrap 21 passenger shuttle buses and minivans for the convention, then staffed each with a Bing ambassador who could demonstrate the app and help riders with downloads while en route to and from the Las Vegas Convention Center during the three-day event, the largest consumer tech trade show in the world.
Show Media also set up a one-acre station lot across from the convention center with Bing-branded traffic cones, floor graphics and signage, and a tent full of more Bing ambassadors.
“We proposed to Microsoft that they provide a much-needed hotel shuttle service,” Show Media chairman Laurence Hallier said in a statement. “Las Vegas is notorious for not having enough taxis and other surface transportation. CES attendees generally must wait 30 to 60 minutes for cabs or shuttle transport.”
The results, according to Show Media, were 8,000 riders, 8,000 Bing Mobile downloads, and 15,000 one-on-one encounters resulting in 50% reach and recall.
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