At the right event, a branded experience should do more than fill space. It should pull people in, give them something to react to, and make the brand feel present without forcing it.
On May 12 at Center415 on Fifth Avenue in New York, Ruby J Events brought Interactive Entertainment Group in to support their clients at ShopAble, a Skai event focused on commerce, media, and AI. The event featured two custom activations: a branded Giant Operation challenge for ShopAble and a live-beamed Holographic DJ experience for event partner Microsoft Advertising.
A Branded Challenge with an AI Twist
For ShopAble, the Giant Operation board was fully customized with the ShopAble logo and event branding. One clever detail: the letters A and I stood out within the word “Operation,” tying the classic challenge back to the AI conversation in a simple, visual way.
Guests had 45 seconds to grab as many elements as possible. If the buzzer sounded, the piece did not count. Scores were tracked on a leaderboard, with top players competing for various Visa gift card prizes.
It was fast, familiar, and easy to understand, which is exactly why it worked. The branding was built into the play, not placed around it.
A Live DJ, Beamed Into the Room
For Microsoft Advertising, the Holographic DJ created a different kind of draw. The DJ was live beamed into the unit, giving the activation a futuristic feel that fit naturally within the event environment.
The display was customized with the MIX logo on the front, plus Microsoft Advertising branding on the side and bottom of the unit. It added energy to the space while giving the partner a highly visible, tech-forward presence.
Why It Worked
Ruby J Events is a premier event planning and production company co-founded in 2009 by Joanna Greenfield and Lucie Robins. With dual headquarters in London, UK, and New York City, the agency specializes in creating bespoke, immersive, and luxury experiences for corporate brands and private clients worldwide.
