BACKGROUND: Google wanted a substantial exhibit booth at GDC, the world’s largest game developers conference, to showcase the Google for Games brand, platform, and services along with games created by customers.
TIMELINE: 10 weeks
BUSINESS GOALS: To increase traffic, brand awareness, and leads from the prior year, double as a place to host sales meetings, and funnel attendees to classroom sessions.
SOLUTION: A large exhibit booth with an open floorplan that allowed attendees to flow through different product demos and games, learn about classroom sessions, speak with engineers, and collect branded swag. It included glowing demo stations—one of which was ADA-compliant—outfitted with top-of-the-line gaming hardware and displays, lighted towers, a back wall that supported large displays for branded content, a glowing swag counter with branded swag, and conversation stations, as well as a large built-in storage/break room.
IMPACT: The booth doubled the amount of foot traffic and survey submissions from the prior year, increased leads by 50%, and drew major attendance at their learning sessions.
ROLE: Creative director
Macey Ley 