Social media has become a powerful tool for exhibitors on the trade show floor. Done well, it creates awareness, sparks conversations, and drives traffic to booths. Even more importantly, it turns attendees into real-time promoters, sharing their experiences with networks far beyond the venue.
One of the best examples of this in action was at CES (Consumer Electronics Show). Exhibitors and organizers experimented with campaigns that blended in-person engagement with digital interaction—and the results were hard to miss.
Social Media in Action at CES
Foursquare Check-Ins
CES created official check-in spots for each hall in the Las Vegas Convention Center. Attendees who checked in at all locations unlocked digital badges and prize opportunities. The result? More movement across the show and built-in bragging rights on attendees’ profiles.
Booth Incentives
Sony offered a Foursquare special: check in at their booth, show proof, and receive a $25 coupon for Sony Style. The reward drew visitors into the booth—and once there, they spent more time exploring.
Twitter Giveaways
Some exhibitors encouraged attendees to mention them on Twitter. Anyone who posted with the @handle and visited the booth received a free gift. This small incentive expanded their digital reach while driving physical traffic.
Interactive Walls
MultiTouch created a Twitter wall showing a live feed of CES mentions. Attendees could see their posts appear instantly, turning participation into a shared, interactive experience.
Why It Worked
- Novelty: At a massive show with thousands of booths, social prompts broke the monotony and stood out.
- Engagement: Instead of passively looking at exhibits, attendees became active participants.
- Amplification: Posts, check-ins, and tweets extended the event to friends and networks who weren’t at the show.
- Memorable Experiences: Incentives and interactive elements encouraged visitors to spend more time with brands.
Then vs. Now: How Social Media Has Evolved on the Trade Show Floor
What worked at CES in 2011 has evolved, but the principles are the same: use social platforms to create participation and amplify reach.
| Then (2011) | Now (2025) | Takeaway for Exhibitors |
|---|---|---|
| Foursquare check-ins | QR codes, NFC badges, geotagged posts | Make location-based engagement simple and rewarding |
| Twitter mentions for swag | LinkedIn mentions, Instagram tags, TikTok challenges | Use the platforms where your audience is most active |
| Twitter walls with hashtags | Live social feeds, story walls, selfie stations | Give attendees a reason to share and see themselves featured |
| Facebook profile posts | Instagram Stories, LinkedIn Live, TikTok videos | Short-form, visual content drives real-time buzz |
Takeaways for Exhibitors
Even if the platforms change, the principles remain the same:
- Use clear calls to action—tweet us, scan here, tag us, or share a story.
- Tie social activity to booth incentives such as giveaways, discounts, or exclusive access.
- Create interactive moments worth sharing: selfie walls, gamified challenges, or digital leaderboards.
- Place social prompts not just in the booth but also in hotels, shuttle buses, and on swag.
- Remember the multiplier effect—every attendee’s network becomes your extended audience.
Final Thought
Social media on the trade show floor isn’t about gimmicks; it’s about building participation and amplifying your presence beyond the venue. Whether through QR codes, hashtags, or TikTok videos, exhibitors who make social media part of their booth design and onsite strategy gain visibility, traffic, and long-lasting engagement.
Absolute Exhibits helps clients integrate social media touchpoints into their exhibits—so every booth has the power to connect, excite, and extend its reach far beyond the show floor.
