JUNE 17, 2016|EVENTS & EXPERIENCES
Why Electronic Arts Pulled Its E3 Booth
E3 in Los Angeles is the world’s biggest trade show for the computer and video gaming industry, and it is the sort of event where the size of your booth is treated as a proxy for the size of your ambition. Which makes it notable that one of the biggest video game makers decided to skip the expensive trade show booth entirely, electing instead to set up its own experience just outside the Convention Center.
Electronic Arts is not the first brand to try this. It is a move that Lenovo also has implemented for several years running at the Consumer Electronics Show in Las Vegas to great success. As EVP of Global Publishing Laura Miele has explained, it was an attempt for the brand to create a more player centric exhibit and also to stand out.
The strategy is one worth remembering for anyone considering how to stand apart in a crowded marketplace. Sometimes the best way to stand out is to go somewhere nearby and create your own experience.
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How It All Started
A Short Backstory Of This Blog
This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.
