JD at ChinaJoy 2019

For most brands who want to tap into the gaming market, catching the attention of the thousands of digital entertainment consumers at ChinaJoy – the China Digital Entertainment Expo and Conference – is a crucial necessity.

Pico was tasked with creating a massive booth for JD at ChinaJoy 2019. The booth aimed to activate the brand's presence in the e-sports sector, and influence consumer behaviour to consider JD as the preferred platform for computers and digital devices.

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Solution

The booth’s design and interactive activities were all geared to supporting JD’s core objective and empowering their marketing strategy.
Themed as ‘a limitless gaming experience’, the installation evolved into a striking presence with dramatic lighting, geometric patterns and forms lending a blazing dynamism to its corporate red colour scheme.

Excitement marked the booth’s opening with a ‘live battle’ between well-known e-gaming hosts. Within the booth’s confines, visitors were mesmerised by an array of interactive games including VR rhythm lightsaber, reaction time, sandbag-throwing and puzzle-solving activities with a variety of prizes.

These challenges and the booth’s VR elements proved especially effective in both boosting visitor participation and underlining the client’s attractive products. Visitor numbers were boosted further by a stamp-collecting challenge: visitors to the booth and those of several JD partner brands were rewarded with a stamp at each location, and those who completed the full tour were entered into a lucky draw.

Results
  • The booth at ChinaJoy 2019 succeeded in taking JD’s winning streak to a new level among e-gaming consumers.
  • 300,000 visitors in four days
  • The brand’s WeChat account gained nearly 10,000 new followers during the exhibition.
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