Pens, tote bags, stress balls—most trade show giveaways end up at the bottom of a drawer or in the trash. For years, these freebies were the go-to way to grab attention on the trade show floor. But in 2025, attendees want more than just another branded pen. They’re looking for engagement, not clutter.
That’s why forward-thinking brands are shifting from swag to digital experiences. Games, AR activations, and interactive screens don’t just entertain—they create memories, generate leads, and build stronger brand recall. Let’s explore why this shift is happening and why digital engagement is outperforming traditional freebies.
The Problem with Swag
- Low retention: Studies show most swag items are forgotten or discarded within a week.
- No emotional connection: A pen doesn’t tell your brand story—it just takes up pocket space.
- Cost vs. ROI: Freebies eat into event budgets without providing measurable returns.
- Same-old, same-old: If every booth has giveaways, yours doesn’t stand out.
Why Digital Engagement Wins
1. Memorable Experiences
Attendees may forget who gave them a water bottle, but they won’t forget the booth where they played a fun branded game or tried a VR demo.
2. Built-in Lead Capture
Digital activities can seamlessly collect attendee info through sign-ups, QR scans, or leaderboard participation—something swag can’t do.
3. Social Sharing Potential
A spin-the-wheel game, AR selfie filter, or live leaderboard encourages visitors to snap photos and share them online, expanding your reach far beyond the booth.
4. Better Storytelling
Games and interactive screens give you a chance to tie your brand message into the experience—whether it’s a cybersecurity company turning threats into a VR game or a healthcare brand creating a quick diagnostic puzzle.
5. ROI That’s Trackable
Unlike freebies, digital experiences can generate analytics: number of plays, engagement time, leads captured, and even social impressions.
Real Examples
- Sysdig swapped traditional giveaways for a Whack-a-Threat VR game—attendees had fun, remembered the brand, and learned its story.
- L’Oréal created an AR try-on station, giving visitors a reason to engage and share on social media.
- Nike used a digital leaderboard challenge, driving competition and repeat booth visits.
Each of these brands showed that screens beat swag when it comes to impact.
How Exhibitors Can Make the Switch
- Replace swag with a game. Instead of handing out pens, let people spin a digital wheel to win branded rewards.
- Offer a selfie moment. Create an AR filter that puts your product in the spotlight while attendees share the content online.
- Add a leaderboard. Even simple quizzes or tap games become addictive when competition is involved.
- Blend physical with digital. Small rewards (like gift cards or digital coupons) tied to a digital game offer the best of both worlds.
Conclusion
Swag might get your logo into someone’s bag, but digital engagement gets your brand into their memory. Attendees in 2025 expect interactive, shareable, and personalized experiences—not just another stress ball.
By moving from swag to screens, you can reduce waste, improve ROI, and build real connections that last far longer than a giveaway ever could.