Case Study: AI Trading Cards for ShareGate – A High-Impact AI Photo Booth Brand Activation
Client: ShareGate
Partner: Snapmatix (formerly Snapmatic AI in the UK)
Events:
- ESPC24 – Sweden, December 2024
- Microsoft 365 Community Conference – Las Vegas, May 2025
- European Collaboration Summit – Düsseldorf, May 2025
The Challenge
In a world flooded with generic swag and forgettable freebies, ShareGate wanted to cut through the noise at a series of major tech conferences with something truly different - something fun, personal, and unforgettable.
The Big Idea
In collaboration with Snapmatix, ShareGate launched the AI Photo Booth Trading Card activation, a custom-built experience that turned conference attendees into fully-fledged ShareGate Heroes.
Visitors could choose their role - Partner, Cloud Architect, or Consultant - and within a minute, their face was transformed into a branded, fully customised ShareGate Trading Card, complete with:
- Profession-specific stats like ‘Complaints about slow Wi-Fi: 127’ and ‘Ticket response rate: 99%’
- Industry and job role-specific catchphrases such as ‘Try turning it off and on again’ or ‘My default setting is: Secure’
- A high-quality printed takeaway encased in a hard-shell sleeve - designed to look and feel like a premium, collectible item
The Engagement : Collecable Hyper-Personalised Transformation
This was a hyper-personalised collectible that tapped into the shared culture of the Microsoft 365 community - and it proved hugely popular at every event.
- Delegates were queuing daily, with over 300 participants at each show
- Cards were printed on the spot and handed out in sleek hard-shell cases
- The activation was visually magnetic, drawing in attendees and keeping the ShareGate booth busy and lively throughout
‘We thought the AI photo booth was engaging — this was on another level.’
The Secret Weapon: Longevity
The real brilliance of this activation was its lifespan beyond the booth.
These cards didn’t just get shared online - they were displayed proudly on desks, mantelpieces, and monitors across offices. Unlike most event swag, the format meant these cards endured, becoming daily reminders of the ShareGate brand and sparking conversations with colleagues for weeks, even months.
Execution at Scale
To deliver across multiple international events seamlessly, Snapmatix deployed its team from London HQ and Las Vegas, ensuring consistent delivery and support across time zones and venues.
Our behind-the-scenes workflow was designed to handle:
- Real-time card generation
- Onsite production at scale
- High-speed printing and packaging
- Humour, accuracy, and professional tone - dialled in for each audience
Results
- Significant social amplification and organic buzz, with participation growing each day as word spread across the conference
- Increased booth dwell time and stronger engagement with ShareGate staff
- Long-term brand visibility through high-retention physical assets
Why It Worked
- Personalisation: Attendees felt seen and celebrated
- Relevance: Roles and stats spoke their language
- Humour: The tongue-in-cheek tone created genuine delight
- Tangibility: A collectible that doesn’t get lost in a drawer or buried on social media
What’s Next
The ShareGate AI Trading Card campaign proves that physical, humorous, and hyper-personalised experiences create unmatched engagement. With strong ROI and lasting impact - this is an engagement that's hard to beat.
The Key to this whole activation's success was the vision of the client to create something amazing - and cut through to attendees who've seen it all before.
The ShareGate marketing team take their job seriously - through live-streamed interview on the booth to LinkedIn, social engagement and creating unique one of a kind brand activation giveaways - we've enjoyed working with this visionary client to create a brand activation that's delivering results across continents.
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