At the IIBEC Convention & Trade Show VIP Reception, Something New partnered with The Specialized Marketing Group Inc. (TSMGI) to help a roofing client create a memorable brand activation designed to promote their innovative building product that protects against hail damage. The goal was to create an engaging experience that would stand out in a professional convention environment while clearly communicating the value of the client's solution.
To accomplish this, we designed and produced two custom branded games that immediately drew attention and participation from guests throughout the reception. The experience centered around the theme “How much can you save with our client?”, tying gameplay directly to the product message while delivering a fun, interactive experience that brought attendees together and kept energy high throughout the evening.
IIBEC Convention & Trade Show |
Custom & Branded Carnival Games |
Something New
Case Study
Branded Multi-Game Package
We developed two unique experiences tailored specifically for the client's brand and product story. The first was Oh Hail No, a custom-manufactured shooter game where players launched hail ball stress balls at building targets, reinforcing the product’s hail-protection theme. The second activation was a custom branded money machine, where guests stepped inside a swirling storm of hail balls and branded paper to grab $1 million dollar bills, visually connecting the game to the savings potential of the client's solution.
True Turnkey Brand Execution
What made this activation stand out was the true turnkey execution and custom manufacturing behind the experience. Something New handled everything from game ideation and concept development to design, fabrication, and full event operation. By building the games around the narrative of hail protection and savings, the activation felt purposeful and premium rather than simply entertaining.
Features & Add-Ons
The carnival games came with full-service support from Something New as a carnival game vendor, turning the setup into a seamless, end-to-end experience.
Large-Scale Custom Build
The custom-built Oh Hail No shooter game turned USG’s product story into a physical challenge, giving guests a memorable way to interact with the brand.
A Branded Classic Game
The custom money machine transformed a familiar activation into a fully branded experience, filled with hail balls and “$1 million” bills tied to the product’s savings message.
Expert Facilitation
Our facilitators guided gameplay using a branded script that reinforced USG’s message while keeping the experience fun, engaging, and easy to participate in.
Why it Worked
The activation succeeded because it combined strong storytelling with high interactivity, making the product message impossible to miss. The custom games gave guests a reason to stop, play, and talk with one another, turning the reception into a lively, shared experience rather than a passive networking event.
For an adult convention audience, this level of participation was key. Well over half of guests played the games, many trying their luck more than once. The playful competition, branded narrative, and polished facilitation brought people together, generated conversation around the client's new product, and delivered a memorable experience that stood out long after the event ended.
Carnival Games,
Reimagined.