{"id":703,"date":"2026-04-06T16:30:00","date_gmt":"2026-04-06T16:30:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/3-tactics-that-set-the-most-innovative-brands-apart-2\/"},"modified":"2026-05-18T14:25:28","modified_gmt":"2026-05-18T14:25:28","slug":"3-tactics-that-set-the-most-innovative-brands-apart","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/3-tactics-that-set-the-most-innovative-brands-apart\/","title":{"rendered":"MWC, CES, SXSW: 3 Tactics That Set the Most Innovative Brands Apart"},"content":{"rendered":"\n<div class=\"l-block-editor\"><!--[--><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><p>Pop-ups took over Austin at <a href=\"https:\/\/sxsw.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">SXSW<\/a>. Real-time event tech buzzed across the Las Vegas show floor at <a href=\"https:\/\/www.ces.tech\/\" target=\"_blank\" rel=\"noreferrer noopener\">CES<\/a>. Booths built for live tech demos dominated <a href=\"https:\/\/www.mwcbarcelona.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mobile World Congress<\/a> in Barcelona. And we&#8217;re not even halfway through 2026.<\/p>\n<p>What&#8217;s emerging across this year&#8217;s marquee events isn&#8217;t just a return to live. It&#8217;s a fundamental rethink of what live is for. Activations and booths are no longer the destination \u2014 they&#8217;re the starting point for a much bigger content and relationship journey, one designed to influence buying decisions long after attendees head home.<\/p>\n<p>Lisa Lundeen, EVP Account Direction at Sparks, has spent 27 years in the event industry \u2014 22 of them at Freeman and Sparks \u2014 working with global brands including Microsoft, Cisco, AWS, Workday, and ServiceNow. Writing for Trade Show News Network (TSNN), one of the trade show industry&#8217;s most widely read publications, she identifies three tactics separating the brands that earned lasting attention from those that simply showed up.<\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-testimonial block-padding-x overflow-x-clip overflow-y-visible\"><figure class=\"bg-gray-1 text-sparks-black relative block-padding 4xl:p-[90px]\"><div class=\"overflow-hidden\"><figcaption class=\"mb-7 md:mb-10\" data-aos=\"fade-up\"><div class=\"a-section-label text-lg md:text-xl leading-none tracking-widest uppercase font-semibold text-[color:var(--was-accent-color)] text-gray-4\"><!--[-->Lisa Lundeen, EVP Account Direction, Sparks<!--]--><\/div><\/figcaption><blockquote class=\"s-wysiwyg font-semibold md:text-[max(2rem,3rem)] leading-[1.05]\" data-aos=\"fade-up\"><p>Measuring event success only by booth traffic and badge scans has faded. Tracking genuine pipeline interest with real-time metrics is how smart brands are approaching events in 2026.<\/p>\n<\/blockquote><\/div><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -left-[1rem] md:-left-[2rem] lg:-left-[3.5rem] top-[2rem] md:top-[4rem] lg:top-[5rem]\" data-aos=\"fade-in\" data-aos-delay=\"500\" data-aos-offset=\"0\">\u201c<\/span><span class=\"text-[max(7rem,10vw)] md:text-[max(14rem,10vw)] 4xl:text-[280px] leading-[0] absolute -right-[1rem] md:-right-[2rem] lg:-right-[3.5rem] -bottom-[2rem] md:-bottom-[4rem] lg:-bottom-[4.5rem]\" data-aos=\"fade-in\" data-aos-delay=\"200\" data-aos-offset=\"0\">\u201d<\/span><\/figure><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><p><strong>The first is experiential-first innovation.<\/strong> When Austin&#8217;s convention center went under construction ahead of SXSW 2026, brands didn&#8217;t pull back \u2014 they took to the streets. Storefronts, courtyards, and corners became branded environments woven into the city itself, turning a logistical challenge into one of the most creatively fertile moments the festival has seen in years.<\/p>\n<p><strong>The second is direct connection to business metrics.<\/strong> The smartest brands at CES weren&#8217;t counting badge scans. They were tracking engagement and dwell time in real time, running daily exit surveys, and connecting live interactions directly to pipeline \u2014 measuring not just who stopped by, but why they stayed and how likely they were to move forward in the buying journey.<\/p>\n<p><strong>The third is amplification as strategy. <\/strong>At MWC in Barcelona, a global telecom brand built its entire booth around live tech demos \u2014 then ran a dedicated media hub producing video content, booth tours, and leadership interviews in real time. Social, earned media, and owned channels followed in successive waves, turning a single event into an ongoing conversation that reached audiences who never set foot in Barcelona.<\/p>\n<p>The through line across all three tactics: spectacle alone doesn&#8217;t move the needle. Engagement does. As Lisa writes, the brands making true impact in 2026 aren&#8217;t defined by the size of their footprint \u2014 they&#8217;re defined by how thoughtfully they approach content, measurement, and amplification to build relationships that last.<\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section><section class=\"c-cta-block\" with-spacing=\"false\"><div><img decoding=\"async\" class=\"a-img\" src=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/lisa-lundeen-headshot-2026.jpg\" alt=\"Lisa lundeen headshot 2026\" width=\"500\" height=\"423\" srcset=\"https:\/\/www.thefreemancompany.com\/sparks\/wp-content\/uploads\/sites\/10\/2026\/05\/lisa-lundeen-headshot-2026-1.jpg 400w\" type loading=\"lazy\"><\/div><div class=\"mt-7 sm:mt-0\"><h2 class=\"whitespace-pre-line text-2xl font-semibold\">Read Lisa Lundeen&#8217;s full article on Trade Show News Network.<\/h2><div class=\"text-center sm:text-left\"><a href=\"https:\/\/www.tsnn.com\/event-planning\/from-mwc-ces-and-sxsw-find-out-how-brands-are-redefining-engagement-in-2026\" type class=\"a-button a-button--component_a a-button--variant_solid group inline-flex items-center justify-center gap-1 transition duration-300 truncate text-base font-semibold py-3 px-6 border min-w-[10rem] bg-sparks-black text-white border-sparks-black hover:text-sparks-black hover:bg-transparent group-hover:text-sparks-black group-hover:bg-transparent mt-7 sm:mt-4\"><!--[-->Read the Article<!--]--><!--[--><!----><!--]--><\/a><\/div><\/div><\/section><!--]--><\/div><!----> <!----><!----><!---->\n","protected":false},"excerpt":{"rendered":"<p>Pop-ups took over Austin at SXSW. Real-time event tech buzzed across the Las Vegas show floor at CES. Booths built for live tech demos dominated Mobile World Congress in Barcelona. And we&#8217;re not even halfway through 2026. What&#8217;s emerging across this year&#8217;s marquee events isn&#8217;t just a return to live. It&#8217;s a fundamental rethink of [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":2165,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>MWC, CES, SXSW: 3 Tactics That Set the Most Innovative Brands Apart - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/3-tactics-that-set-the-most-innovative-brands-apart\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MWC, CES, SXSW: 3 Tactics That Set the Most Innovative Brands Apart - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"Pop-ups took over Austin at SXSW. 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