Designing for two audiences simultaneously multiplies brand activation value exponentially.
Every experiential designer faces an increasingly fascinating puzzle: how do you create an environment that captivates people in the room while simultaneously looking brilliant through a camera lens? PepsiCo Design and Innovation solved this puzzle with remarkable elegance in their Game Fuel PRO-AM Consumer Experience. The activation paired professional gamers with celebrities for a pre-release exhibition, broadcast live through a major streaming platform to reach global audiences directly. What made the approach distinctive was the recognition that physical and digital audiences have different needs, different viewing conditions, and different attention patterns. The design team crafted an environment where every element served both audiences simultaneously, optimizing for dual impact. The result earned a Golden A' Design Award in Event and Happening Design, recognizing how thoughtful spatial design can create value that extends far beyond any single venue.
The specific mechanisms deserve attention. Red and blue lighting throughout the studio accomplished three objectives at once: reinforcing core product colors, differentiating competing teams for viewer clarity, and creating dramatic atmosphere that elevated production value. Bold typography commanded attention in photographs while establishing the modern gaming aesthetic the brand sought to communicate. The team studied major gaming league productions to understand how professional esports organizations create environments that translate effectively to screens of varying sizes and quality. For brands developing experiential activations today, the Game Fuel PRO-AM offers a practical framework. Design decisions made with broadcast consciousness from inception multiply return on investment by generating content assets, social sharing, and earned media that continue delivering value long after attendees leave the physical space.
The distinction between physical events and digital content continues dissolving. Brands that recognize experiential activations as content engines, designing every element for both immediate impact and broadcast translation, position themselves to reach audiences that no single venue could contain. What would change about your next activation if you assumed equal attention from streaming viewers worldwide?
