While in Vancouver for the Olympics we came across the “The Bell Ice Cube”, hosted by Canada’s Bell Communication. This large sponsor area consisted of a traditional activation video room with interactive screens along with another space acting as a lounge. Now while this activation did serve a purpose and was enjoyed by visitors, unfortunately it did have a major flaw.
The outside of the sponsor area was branded and visible to the public, yet it was private and people were being turned away. When will sponsors learn that you cannot have a private venue and brand it visible to everyone? All this leaves you with is a lot of people feeling as if they are not good enough to gain entry!