Cosplayers, new hardware and games everywhere: Firstlook Festival brought the gaming world to the Jaarbeurs in Utrecht on 6 and 7 October 2018. Progress Communications was there with FRITZ! to help the brand connect with that audience.
Visitors could explore gadgets, games and equipment, often before they reached the shops. Both exhibitors and attendees put considerable effort into the experience, making it a lively setting for a technology brand.
An internet connection meets a racing car
At the FRITZ! stand, a real Formula 1 car attracted attention. Visitors could take part in a virtual-reality racing experience that linked the excitement of racing with the importance of a fast, stable connection.
The idea fitted the audience. Just as a racing driver depends on the car, a gamer needs the equipment and connection to perform reliably. A powerful console and an appealing game are only part of the experience.
The stand turned a networking subject into something visitors wanted to try and discuss.
A community with an eye for detail
The festival’s cosplayers were another reminder of the audience’s commitment. These were carefully constructed costumes representing favourite characters, with attention to everything from footwear and wigs to lighting and props.
During the Cosplay Catwalk, participants presented their work to the audience and a jury. The creativity and effort on show helped explain why a generic exhibition stand would struggle to stand out.
Make the experience fit the brand
Connecting with an audience does not mean abandoning the essence of the company. The FRITZ! stand combined a gaming experience with a recognisable brand presence and practical information.
Alongside the racing activity, a Wi-Fi helpdesk gave visitors a place to ask questions. The stand’s design, lighting and branding made it visible while keeping the experience connected to the company’s networking products.
For PR professionals, that balance is important. We need to understand the audience’s interests and show why the client’s offering is relevant within that world.
Connect the event with social content and media outreach
Before the festival, we used a video featuring a recognisable internet situation for gamers to announce FRITZ!’s presence. During and after the event, social posts, photographs and an aftermovie extended the story.
The content served people who had visited the stand as well as those who had missed it. Targeted distribution helped bring the material to an audience likely to be interested in the products, while a media alert supported contact with gaming journalists.
Our social media work and video and photography services help connect these stages of an event.
Prepare for the conversations
The event itself also offered opportunities to build relationships. Looking at the exhibitors and media attending beforehand helped us identify people to meet and questions to ask.
Preparation makes those conversations more useful: think about what you want to learn and what you could offer in return. Over time, those contacts lead to further introductions and opportunities to work together.
Planning to exhibit at a trade show or event? Our technology PR team can help connect the on-site experience with a wider communications plan. Get in touch to discuss your audience.
Tessa Graus
More news ›