Super-charging brands with event activations

PGA Show Demo Day – the ultimate golf brand activation

Every January, the global golf industry turns its eyes to Orlando, Florida, for the PGA Show, the largest business-to-business golf event in the world. But before the doors to the massive expo hall even open, the action kicks off in spectacular fashion with the PGA Show Demo Day.

Far more than just a test-drive opportunity, Demo Day is the ultimate experiential marketing platform in the golf world. It combines product immersion with interactive and educational programming, offering PGA Professionals and golf industry buyers the rare chance to speak  ̶  and swing  ̶  with the innovators behind the gear.

Held on January 21, 2025, at the 42-acre Orange County National Golf Center, Demo Day 2025 boasted more than 70 top-tier golf brands bringing their latest equipment, tech, and training tools to life in a setting built for hands-on testing and dynamic engagement.

“Alongside the hardware, we featured high-level coaching workshops, golf fitness presentations, cutting-edge club fitting at the “Genius Bar,” and strategic programming around golf range business models,” explained Event Vice President, Marc Simon. “It was a great opportunity for attendees to also get up close with PGA and LPGA TOUR pros, creating memorable moments and organic brand buzz across social channels.”

Organized in partnership with PGA Magazine, the day-long experience made it easy for brands to position themselves as thought leaders, not just product sellers, a key differentiator in today’s competitive landscape.

And this was all before the PGA Show itself began. When the main event opened on January 22, it welcomed more than 33,000 industry professionals from 94 countries and over 1,100 participating companies, making it the largest PGA Show in 15 years  ̶  a powerful start to a year forecasted to push the golf industry past the $102 billion mark.

PAX Aus – exceeding expectations with iconic brand experiences 

At PAX Aus 2024, Australia’s leading event for the gaming community, collaboration and creativity came together in Melbourne to deliver some of the most memorable brand activations in the event’s history.

One standout achievement was the team’s collaboration with Valve to host the exclusive Australian launch announcement of Valve’s new Steam Deck.

“Whilst US-based Valve has no local team in Australia, PAX Aus recognised the incredible buzz having the unreleased Steam Deck available would create,” said Lauren Luciani, Exhibition Director. “In response, our sales, operations, marketing and event production teams worked hand-in-hand to design a fully customized content space, complete with booth build, staffing, on-site management and promotional support.”

The result? A seamless, high-impact activation that not only thrilled Valve but also gave fans at PAX Aus their first-ever opportunity in Australia to go hands-on with the Steam Deck.

Another unforgettable moment came courtesy of Massive Monster’s Cult of the Lamb Church by Devolver Digital, which featured two real weddings held during the convention.

“Devolver approached us with the idea of integrating a live wedding experience into their booth activation,” Lauren explained. “We immediately saw its potential as a unique draw for fans and media alike. Working closely with builders, our operations team coordinated the creation of a large-scale chapel inside the Melbourne Convention and Exhibition Centre. The weddings drew thousands of attendees and earned widespread media attention, creating a once-in-a-lifetime experience for the happy couples and a truly iconic moment for the PAX Aus community.”

Meanwhile, Twitch sought a dedicated space for its members and affiliates to connect and celebrate during the event. Rather than isolating the group in a private room, the PAX Aus team proposed an integrated concept  ̶  the Twitch Café. This welcoming, branded space offered free coffee to Twitch members, courtesy of Twitch, and was centrally located to maintain strong ties to the wider convention atmosphere. “The design mock-ups were so well received that Twitch asked the PAX Aus graphic designer to produce the final artwork  ̶  a major compliment considering Twitch is part of tech giant Amazon,” revealed Lauren.

MAPIC  ̶  Empowering brands with cross-border opportunities

Addressing the growing demand for cross-border business opportunities in key European markets, MAPIC 2024, the international retail leasing hub held in Cannes, introduced a transformative initiative to connect property companies and landlords with emerging retail, food, and leisure brands poised for international expansion.

Focused on a hand-picked selection of 20 innovative, fast-growing retail, food and leisure brands, the initiative comprised three core components designed to promote, showcase and connect the participants with international expansion opportunities.

The International Brand Expansion Observatory was a comprehensive promotional guide, available both online and in print. It profiled the participating brands alongside their expansion plans and specific location requirements, enabling exhibitors to identify and engage with brands aligning with their market interests.

Within the show, The Retail Gallery provided a dedicated exhibition space showcasing the selected brands through visually engaging displays, including lightboxes with brand information and contact details. This facilitated direct connections between exhibitors and potential tenants.

Finally, International Expansion Pitching Sessions featured dynamic presentations where selected brands outlined their business plans and expansion ambitions. These sessions attracted significant attention from property stakeholders and fostered meaningful networking opportunities.

“We attracted over 270 participants to the pitching sessions, with brands like Palais des Thés receiving accolades such as the People's Choice Award for Best Pitch,” said a delighted Francisco Pupillo, Division Director. “A significant majority of attendees expressed satisfaction with the Retail Gallery, highlighting its effectiveness in facilitating new business connections and reinforcing MAPIC's position as a leader in international retail networking.”

Building on this success, MAPIC 2025 (4-5 November) plans to enhance the initiative by introducing one-to-one meetings between exhibitors and curated brands, further strengthening cross-border collaborations and expanding business horizons for all participants.

The Fenetran Drive Experience – Putting customers in the driving seat

At Fenatran, Sao Paulo, Latin America’s premier commercial vehicle trade show, truck brands don’t just display their latest models—they bring them roaring to life at the Fenetran Drive Experience

“The Drive Experience is the show’s signature live demonstration arena, offering an unmatched opportunity for customers to take the driving seat,” explained Product Manager, Thiago Ferreira. “It also allows manufacturers to put their trucks through their paces in front of a captive, decision-making audience.”

Set on a 2km purpose-built outdoor circuit, the experience is one of Fenatran’s most anticipated attractions. From traditional combustion engines to cutting-edge electric and natural gas-powered trucks, the 2024 circuit featured 18 vehicles from industry leaders like Ford, Iveco, Mercedes-Benz, Scania, Volkswagen, and Eaton.

Over the course of the event, more than 2,500 test drives were completed, giving fleet managers, logistics professionals, and key buyers a practical understanding of each model’s performance, handling, and features. “This hands-on approach doesn’t just inform, it impresses, allowing brands to engage directly with decision-makers in a memorable and meaningful way,” enthused Thiago.

Seventy-four thousand visitors attended the sold-out Fenatran 2024, making it the largest cargo transport and logistics event in Latin America’s history, as well as a unique platform for exploring the next generation of mobility solutions.

PAX Unplugged 2024: A creative playground for brands and fans

From December 6–8, the Pennsylvania Convention Center in Philadelphia became the epicentre of tabletop gaming culture as PAX Unplugged 2024 sold out all tickets for the first time in its 7-year history. With a vibrant mix of immersive brand activations and interactive programming, the event proved to be a creative playground for exhibitors looking to make a lasting impact.

One of the standout activations was the PAX XP scavenger hunt, a multi-department collaboration that transformed the expo hall into a game itself. “Using the official mobile app, we guided attendees through exhibitor booths on a mission to unlock digital trophies, play exclusive mini-games, and collect unique rewards,” explained Event Vice President, Kyle Marsden-Kish. “It turned engagement into entertainment and created unforgettable touchpoints between fans and brands.”

Other fresh initiatives aimed at maximizing brand exposure and fan engagement included the Lobby Display Cases, strategically placed at entry points, which served as high traffic brand showcases that sparked curiosity from the moment attendees walked in. Main Stage Table Sponsorships offered premium visibility during top-tier programming. And Custom Photo Ops delivered prime social media moments, with eye-catching setups designed to be shared, and reshared, across platforms, organically amplifying exhibitor reach beyond the show floor.

Beyond the booths, the content team curated a slate of distinctive experiences that blurred the line between gaming and performance art. Among them, the Pokémon Ekans Toss, featuring oversized crocheted plushies, drew laughs and Instagram posts in equal measure. And the Jubensha Gameplay Area introduced attendees to the immersive world of Chinese murder mystery LARPing  ̶  a genre growing fast on the global stage.  

With record-breaking attendance, exhibitors left not only with leads and sales, but with unmatched opportunities to connect with deeply engaged fans. Roll on PAX Unplugged 2025 (November 21-23, Boston), which promises even more exhibitors, activations and experiential opportunities!