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Case study · Trade show
Weidmüller is Everywhere
How a custom kiosk game turned booth visitors into qualified leads — and gave Weidmüller USA the behavioral data their pipeline had been missing.
ClientWeidmüller USA·CategoryTrade show kiosk·Year2026
Client snapshot
Global industrial. Everywhere — and invisible.
Weidmüller is a global industrial connectivity company headquartered in Richmond, VA. Terminal blocks, connectors, power supplies, and automation components — embedded inside control panels, energy systems, and data center racks across more than 80 countries.
The challenge: their products are everywhere, but they're invisible. A terminal block doesn't sell itself; it lives inside complex systems. Getting an engineer to stop, pay attention, and walk away with any real product knowledge takes more than a banner and a brochure.
The challenge
Three problems shaped the brief.
Thin lead data
Badge scans produce a name and an email. They don't tell sales what a prospect actually cared about, or how engaged they were.
No ROI attribution
Without behavioral data connecting booth interactions to downstream conversions, event marketing budgets sit on shaky ground.
Our approach
Make the product story literal.
The insight at the center of this project was simple and strong: Weidmüller products really are everywhere. Every data center, every automation cabinet, every control panel. The game made that idea literal, visual, and touchable.
Players approach the booth and enter an industry-specific scene — a detailed data center, a street scene, a manufacturing floor. The mission: find as many Weidmüller components as possible before the clock runs out. Each discovery triggers a micro-learning moment that surfaces real product context in the flow of play.
No downloads. No QR scans. Just a fluid, fun experiential moment that feels more like a game than a product listing.
Built to scale
A modular platform — not a one-off booth toy.
The game was designed from day one to grow with Weidmüller's full trade show calendar. A modular scene architecture lets their marketing team publish new vertical-specific scenes — renewables, HVACR, utilities, automation — without rebuilding the platform between events.
Admin dashboard for prize management, lead export, and real-time game control. Full HubSpot integration so every player interaction lands in the pipeline tagged by product interest, vertical, and engagement depth. GA4 + GTM event tracking connect in-booth behavior to downstream campaigns and closed-loop ROI.
Phase one · The pilot
VCU "Powering Up Virginia" — March 2026.
Before deploying at high-stakes industry events, we piloted at a VCU School of Engineering event alongside ABB, DigiKey, and Hourigan. A lower-stakes environment that gave the platform real behavioral data and a working proof of concept.
41
Total game entries
29
Unique participants
26
Marketing opt-ins
23
Score-threshold entries
16
LinkedIn bonus entries
Phase two · The main stage
Data Center World AFCOM — Washington, D.C.
A three-day deployment in front of data center operators, infrastructure managers, and procurement decision-makers. Booth 753, kiosk running continuously, Weidmüller's data center scene front and center — the most recognizable environment in the room.
81
Total game entries
44
Unique leads captured
3 days
Continuous booth operation
"The 'Weidmüller Is Everywhere' game changed the whole dynamic of our booth. Instead of people passively browsing, we saw deep engagement and captured high-intent lead data that our sales team can actually use."
The grand-prize Meta glasses winner came from M.C. Dean — an infrastructure contractor that builds and maintains critical facilities across the federal and commercial sectors. The exact profile of a qualified Weidmüller customer.
What's next
A full-calendar rollout — and a permanent home on Weidmuller.com.
Both events were phase one. The platform runs across Weidmüller's full trade show calendar with vertically-tailored scenes. Manufacturing floor and street scene live alongside data center; new scenes ship with minimal lift.
Longer term, the game is scoped to live permanently on Weidmuller.com as an always-on engagement and education tool.
Build something like this
B2B trade show marketing has a measurement problem.
Badge scans produce contact lists. Interactive experiences produce deep data. If you want to understand what your booth visitors actually care about, play the qualifier and we'll design your pitch.