D-LINK @ CES
(This fully integrated show experience was concepted by my writing partner and myself. I designed and built all the show materials,
including the oversized sign, pieces of the social and digital components like e-blasts as well as directing parts of the build).
including the oversized sign, pieces of the social and digital components like e-blasts as well as directing parts of the build).
D-Link has everything needed to make any home the hottest spot. So what’s a Squatter doing in a trade show booth?
A story line was created that would track his quest from the coldest spot, Alaska all the way to Vegas -
resulting in a campaign that branded D-Link's booth as The Hottest Spot on the show floor.
A story line was created that would track his quest from the coldest spot, Alaska all the way to Vegas -
resulting in a campaign that branded D-Link's booth as The Hottest Spot on the show floor.
To Launch the pre-show campaign, e-blasts promoting new products are sent out, introducing Mr. Heat Seeker
and his Journey to CES. The intent of the blast is to drive readers to the @MrHeatSeeker Twitter account.
and his Journey to CES. The intent of the blast is to drive readers to the @MrHeatSeeker Twitter account.
To attract people to its pre-show tweets, @MrHeatSeeker followed the hashtag #CES
and engaged those posting about the show in lighthearted banter regarding his journey.
A travel blog resembling a tattered handwritten journal provides daily updates on
Mr. Heat Seeker's progress, reinforcing the D-Link booth as the Hottest Spot at the show!
A micro-site promotes D-Link's presence at CES and serves as a landing page for the travel blog.
Initial polar 'Cool Blue' landing page. Landing page transforms into warmer tones as CES nears.
Upon arrival at The Hottest Spot, Mr. Heat Seeker shacked up in an acrylic
abode filled with D-Link gadgets as attendees gathered around to watch.
abode filled with D-Link gadgets as attendees gathered around to watch.
The campaign was a huge success, resulting in an 150% jump in leads over the previous year, a six-page
write up in Exhibitor Magazine and a Sizzle award for best integrated campaign of the year.
write up in Exhibitor Magazine and a Sizzle award for best integrated campaign of the year.