When you think of branding, you might picture logos, catchy taglines, or sleek marketing campaigns. But there’s another powerful tool for brand building that businesses often overlook—event fringe activities. These are not just fun additives; they’re tactical opportunities to make a lasting impression on your audience. Want your brand to resonate with people long after the event ends? Fringe activities could be your secret weapon.
This blog explores why fringe activities are so impactful and how you can leverage them to strengthen your brand identity and connections. From engaging gamified experiences to thoughtful giveaways, we’ll walk you through creative ways to leave a lasting mark.
What Are Event Fringe Activities?
Fringe activities refer to interactive and entertaining elements added to events, such as corporate fairs, trade shows, conferences, or product launches. They can be anything from photobooths and scavenger hunts to wellness stations and live art installations. While they might seem supplementary, their strategic execution often leaves guests with unforgettable memories—and your brand at the center.
Take, for example, a tech company setting up a VR game station at an industry convention. It’s not just a game; it sparks conversations, creates buzz, and ties a progressive experience back to their innovation-focused brand values.
Why Do Fringe Activities Matter for Your Branding?
1. Capturing and Holding Attention
Events are usually packed with distractions. Fringe activities help cut through the noise by offering unique experiences that draw people to your booth or activation site. These moments of engagement are your chance to introduce audiences to your brand in a way that is fun, unexpected, and memorable.
Imagine hosting an interactive coffee-tasting experience at a major retail conference. While attendees might forget another company’s business card, they’ll remember who served them the perfect espresso paired with an engaging story.
2. Creating Emotional Connections
Strong branding is about evoking feelings. Fringe activities provide an excellent platform for building emotional connections with your audience. When people enjoy themselves—whether they’re laughing at a comedian, immersed in a virtual reality experience, or grooving to live music—they associate those positive emotions with your brand.
For example, during Singapore’s Art Week, a luxury skincare brand invited attendees to participate in interactive mask-painting workshops. The joy and creativity guests experienced not only elevated the brand’s reputation but also strengthened customer loyalty.
3. Amplifying Word-of-Mouth and Social Sharing
Nobody takes a photo of a plain booth, but fringe activities—colorful photo walls, novelty games, or Instagrammable moments—encourage guests to snap photos or videos and share them online. These shares expand your brand’s visibility far beyond the event itself.
Consider a sportswear company running a challenge to see who can climb the fastest on a treadmill set to mountain-mode. Social media will be flooded with fun photos of participants—and the logo behind them is yours.
How to Effectively Use Fringe Activities to Strengthen Your Brand
Step 1: Know Your Target Audience
The key to a memorable activity is knowing who you’re targeting. Younger audience? Gamified experiences or interactive tech booths might be the way to go. Corporate professionals? Opt for something like wellness corners or exclusive networking lounges. Ensure the activity resonates with the crowd and aligns with their interests to maximize its impact.
Step 2: Tie It Back to Your Brand’s Story
For fringe activities to drive branding, they need to have a meaningful connection to your company’s mission, values, or products. Otherwise, they’re just entertaining distractions. For instance, if your brand advocates sustainability, a workshop showing attendees how to plant their own herbs is far more effective than a generic arcade game.
Example
A fitness company could host outdoor yoga sessions during a health expo to reinforce its commitment to promoting wellness.
Step 3: Encourage Interactivity
Passive displays might attract wandering eyes, but interactive experiences forge deeper connections. People remember what they do more than what they see. Introduce games, scavenger hunts, polls, or any activity where participants actively engage with your brand.
Example
Delta Airlines once installed an airplane seat simulator where guests could compete to pack like pros under a time limit. Prizes? Exclusive travel vouchers and branded merchandise—and a boosted affinity for Delta.
Step 4: Leverage Technology
Using modern tech like augmented reality (AR), artificial intelligence (AI), or live-streaming tools adds a “wow” factor to your fringe activity. These technologies not only impress but show that your brand is forward-thinking and ahead of the curve.
Example
A furniture brand could use AR to allow attendees to “place” their furniture into digital replicas of their homes.
Step 5: Provide Thoughtful Takeaways
Giveaways don’t have to be grand to be effective. Branded items that are practical, aesthetically pleasing, and useful will keep your brand top-of-mind long after the event ends. Aligned takeaways—like eco-friendly tote bags for a green brand—are particularly impactful.
Step 6: Don’t Forget Data Collection
Fringe activities are an excellent opportunity to gather customer insights. Use interactive features, sign-ups, contests, or surveys to collect emails, feedback, and preferences. Just make the process enjoyable so it feels like part of the activity!
Examples of Successful Fringe Activities in Action
Airbnb’s Interactive Booth at Festivals
Airbnb created personalized postcards with festival-goers’ photos and travel goals. Not only was it a fun memento, but it aligned clearly with Airbnb’s theme of making unique travel experiences possible.
Coca-Cola’s 360-Degree Experience Booth
At an outdoor music festival, Coca-Cola created a 360-degree digital experience where guests could record their dance moves. Every video prominently featured the Coca-Cola logo, amplifying brand visibility as attendees eagerly shared clips across platforms.
Google’s Fun-Tech Labs at CES
To showcase its smart home products, Google turned its team’s CES presence into a hands-on playground. Visitors tested Google devices themselves, experiencing the seamless integration of Google technology.
Keep the Momentum Alive After the Event
Your event doesn’t end when attendees leave. Extend the lifecycle of your fringe activities through:
- Follow-Up Communications: Share event highlights or exclusive photos directly with your email subscribers.
- Social Media Content: Use event photos, participant testimonials, and recap videos to continue sparking interest and conversation.
- Exclusive Offers: Send limited-time discounts or early bird promos to attendees who provided contact information.
Infuse Your Branding with Creative Fringe Activities
Event fringe activities are more than just accessories—they’re avenues to deeply connect with your audience, expand your brand reach, and amplify your presence in creative and meaningful ways. Whether it’s a hands-on workshop, gamified challenge, or tech-driven activation, these efforts strengthen your brand identity by blending fun and purpose.
Are you ready to level up your brand presence at your next event? Bring in the experts at Fun Print to help you craft fringe activities that leave a lasting impression!
