Case Study: VisitPITTSBURGH AI Trading Card Activation at IMEX America 2025
Client: VisitPITTSBURGH
Event: IMEX America 2025
Location: Las Vegas, Nevada, USA
Date: October 2025
The Challenge: Standing Out in a Sea of Booths
IMEX America is one of the largest trade shows for the meetings and events industry, filled with hundreds of destination stands competing for attention. VisitPITTSBURGH wanted something fresh - an activation that would stop people in their tracks and stand out from the rest.
Their goal was to create a unique, interactive, and proudly local experience that celebrated Pittsburgh’s story while giving visitors a personal takeaway they’d actually want to keep.
The activation needed to:
- Reflect the city’s creative and forward-thinking spirit.
- Integrate VisitPITTSBURGH’s key campaign messaging and relevant stats for event planners.
- Deliver instantly shareable branded content.
- Link back to the NFL Draft, being held in Pittsburgh from 23–25 April 2026
With IMEX fast approaching, there wasn’t time for trial and error - everything had to work perfectly from day one.
The Solution: AI Trading Cards by Snapmatic
Snapmatix developed a bespoke AI Trading Card activation designed specifically for VisitPITTSBURGH ’s stand at IMEX. Each guest could step up, have their photo taken, and receive a collectible trading card featuring their AI-generated portrait styled in the VisitPITTSBURGH brand look.
Every card included:
- A personalised AI-generated image created on the spot.
- A custom trading card template with campaign messaging, to showcase the benefits of what the city had to offer event planners and conference organizers.
- On-site printing, giving guests a physical card to take away within minutes.
The setup had a small footprint but HIGH impact!
The Snapmatic team worked closely with VisitPITTSBURGH to define design elements in record time, building a bespoke theme that linked directly to the city’s sponsorship of the 2026 NFL Draft.
The Results: A Memorable Brand Message - for Months to Come.
The activation quickly became one of the most talked-about experiences on the IMEX show floor. Attendees queued up to create their own trading cards and proudly shared them with colleagues and on social media.
Results included:
- Hundreds of trading cards created and shared during the event.
- Steady booth traffic across the event
- High engagement online, extending the campaign reach far beyond IMEX.
- Long-term visibility - high-value trading cards staying on desks and mantelpieces for months to come
Why It Worked
- It was personal. Each card was unique - no two were alike.
- It told a story. The design tied directly to what Pittsburgh has to offer event planners, the background of the 'city of bridges' AND the strong link to the NFL draft.
- It was easy. Quick setup, minimal tech, and fast generation times.
- It left a mark. Guests left with a keepsake they were proud to show off.
Conclusion
The VisitPITTSBURGH AI Trading Card activation showed how smart technology and creative storytelling working hand in hand to make a destination brand unforgettable.
By blending personalisation, key brand messages and relevant information for Event planners, Snapmatic helped VisitPITTSBURGH turn trade show traffic into genuine engagement - and every attendee into a brand ambassador, and taking their trading card collectible back to their offices and homes to keep the message alive.
