As a leading communications agency, Influence Matters is dedicated to helping our clients make a lasting impact at industry events. When our PR expert Sidi attended ChinaJoy 2024, she gained valuable insights into effective booth design and engagement strategies that we’re excited to share.

Sidi Ye | Senior Account Executive

While various companies showcased impressive activations, Sidi focused her analysis on Snapchat’s standout presence at the event. As a global brand aiming to deepen its connection with the Chinese market, Snapchat’s approach provides valuable lessons that international B2B companies can apply.

Booth Design: The Art of Being Seen

As the author of six #1 New York Times bestsellers Brené Brown famously said, “In order for connection to happen, we have to allow ourselves to be seen – really seen.” This philosophy was evident in the booth designs at ChinaJoy. Each company aimed to create a space where their brand could be fully perceived and appreciated, echoing British philosopher George Berkeley’s assertion that “To be is to be perceived.” One standout example was Snapchat’s striking yellow booth.

SNAPCHAT Booth, taken by the author

  1. Size and Visibility Intricately Connected: Snapchat’s booth, though not the largest, cleverly utilized its space to create an impactful presence. The booth was designed to be open and inviting, allowing for easy navigation and multiple engagement points. Eye-catching stickers adorned the booth’s surface, adding a playful and visually appealing element that drew in visitors. This layout maximized interaction and ensured that the brand was effectively perceived, demonstrating that strategic use of space and creative design elements can significantly enhance visibility.
  2. Color Psychology and Lighting Techniques: Snapchat’s booth was a masterclass in using color and lighting to captivate. The signature bright yellow created an energetic, welcoming atmosphere, making their booth memorable amid darker displays. Dynamic lighting, including soft ambient lights and focused spotlights, highlighted interactive screens and new features. LED displays and augmented reality elements added a futuristic touch, capturing the audience’s imagination and solidifying Snapchat’s presence.

SNAPCHAT Booth, taken by the author

Engagement Activities: The Power of Joyful Connection

Attending ChinaJoy 2024, it was clear that the event’s essence lies in its name: to have joy, celebrating the vibrant world of gaming and technology. The heart of ChinaJoy is in how brands engage with their audience, embracing Brown’s and Berkeley’s ideas of being truly seen and perceived through innovative activities. Snapchat stood out with their creative engagement strategies.

  1. Interactive Demos: Snapchat’s booth featured hands-on experiences with their latest AR filters and features. Visitors could try out new lenses and share their snaps on social media, creating buzz and direct feedback. These demos, often guided by friendly staff or influencers, added an element of excitement and aspiration, ensuring that the brand was truly seen and interacted with.
  2. Live Games and Competitions: Snapchat elevated the excitement by collaborating with five partners to create the largest physical treasure hunt game at ChinaJoy, the “Mirror Maze.” Visitors embarked on a thrilling quest to collect six unique artifacts scattered across Snapchat’s and its partners’ booths. Those who succeeded unlocked treasures and exchanged them for surprise gifts. This immersive and interactive adventure transformed Snapchat’s booth into a hub of fun and engagement, making it one of the event’s standout attractions.

The Joyful Strategy of Being Seen and Perceived

Attending ChinaJoy 2024 revealed the powerful impact of being seen and perceived in public relations and marketing – a strategy that the Influence Matters team is well-versed in implementing for our clients. Snapchat’s vibrant booth, with its bold colors, dynamic lighting, and engaging activities, demonstrated how thoughtful design and creative engagement can captivate audiences.

As an agency with deep expertise in the Chinese market, we understand the importance of authentically connecting with local consumers. The key takeaway from Sidi’s observations is that genuine success in public relations and marketing comes from creating authentic connections through visibility and memorability – a strategic approach that we are well-equipped to guide our international B2B clients in adopting for their own event activations.

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