How Intel Turned a Claw Machine Into the Busiest Booth on the Floor

The Challenge

Intel's events team was running a 40x40 booth with a packed agenda: theater sessions, live product demos, and off-floor breakout sessions. The old engagement play was a raffle. Sit through a theater session, get a ticket, and one person per session wins a prize worth $75 to $100. One winner, two dozen spectators.

The team wanted three things the raffle could not deliver. Every attendee should get a chance to win, not just one per session. Traffic should flow from sessions and demos back to the booth, not away from it. And every interaction needed to be measurable, because leadership funds what the metrics justify.

The Solution

Gated play, earned access. Instead of open play, attendees earned a turn at the claw by taking actions that mattered: attending a theater session, completing a product demo, or sitting through a full breakout session. Attendees received a card, and each card was one play. More participation meant more chances. That gate filtered out swag grabbers and put qualified, engaged attendees in line.

Tuned to reward. The machine's payout was tuned for frequent, visible wins. Frequent wins kept energy high, kept the line moving, and kept the celebration visible from across the aisle.

Mystery prize balls. Capsule prizes let Intel put everything from small branded items to big-ticket prizes like a laptop in play. Every player walked away with a shot at the top prize, which made a 60-minute breakout session worth the seat time.

Trackable by activation. Unique codes tied to specific sessions meant the post-event report could show exactly which theater sessions, demos, and breakouts drove people back to the booth. Engagement stopped being a feeling and became a number.

“We used the claw machine to drive traffic to, and throughout, our booth. It was amazing. When other booths were empty, we still had lines. We were strategic in how we activated it, requiring attendees to have a card they received by attending demos and sessions. One person commented that we had the best booth because we were fun and had the friendliest staff.”

The Results

Lines when other booths sat empty. Traffic flowing between sessions, demos, and the claw all three days. And attendee feedback naming Intel the best booth at the show.

Want lines at your next booth? The machine arrives wrapped in your brand, loaded with your prizes, and programmed around your event goals. Flat rate covers up to 4 days of service.

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By William Griggs, Founder. Reviewed by Anne Blakely, Claw & Order Manager.

Real photo from this event

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