Oculus at E3 2019

Oculus at E3 2019


Agency: The Trade Group

Client: Oculus

Event Name: Electronic Entertainment Expo 2019

Agency Website: www.tradegroup.com

The Brief

Oculus VR is a technology company that specializes in virtual reality hardware and software products. Oculus was using this event to release a new piece of technology, so the company really had to step up its presence at Electronic Entertainment Expo (E3) 2019. The goal was to unveil their new product in a way that was both appealing to consumers and practical for content creators.

The Solution

E3 highly emphasizes hands-on activations for its attendees. To tap into this experiential atmosphere, The Trade Group prioritized gaming and product testing in the exhibit design. In order to capture the minds of attendees, the client wanted to highlight their gaming systems and allow guests to demo some of their new products.

The Activation

The team designed a multi-faceted custom exhibit for the Oculus 50’x80’ booth that featured a large double deck structure and distinct spaces throughout. To engage guests, Oculus featured virtual reality (VR) demo rooms and fun, interactive photo opportunities. Since E3 is all about hands-on experiences, the Oculus exhibit was ripe with product demos available in 14 separate virtual reality rooms. Conference and technology rooms were also built into the space. The booth catered to consumers and included 10 demo pods where people could try out the new hardware while playing different games—dancing, fantasy, etc.—based on their interests. One-way graphics were utilized in the pods, a technology that uses perforated graphics to allow people in the interior of the room to see the graphics with the VR technology, while attendees outside could watch the person doing the VR experience.

The Results

The demos were popular both with participants and observers, watching the action from outside.
Fans also couldn’t get enough of the cool, scenic photo opp that The Trade Group created for the Oculus booth, where they could immerse themselves into a scene from Stormland, one of Oculus’ most popular games, right next to the game’s signature droid. To amp up the cool factor even further, fans could pose with one of several killer, life-size weapons from the game. This booth proved to be exactly what the client wanted and was able to capture the attention of guests by giving them a fun and exciting experience they will not soon forget.