Torq Turns Heads with a Show-Stopping Presence
Enterprise security company Torq made a powerful statement at RSAC 2026, proving that in today’s competitive trade show environment, standing out requires much more than simply setting up a booth. Under the leadership of Chief Marketing Officer Don Jeter, Torq transformed its exhibit into an unforgettable experiential activation designed to dominate attention and create lasting brand recall.
Jeter summed up the strategy clearly: “If you’re not putting on a show, you’re just paying for a spot on carpet.” At one of the world’s largest cybersecurity events, this philosophy helped Torq cut through the noise and command attention.
A Giant Skeleton and Tattoo Bus Create Buzz
To capture immediate attention, Torq unveiled a massive 20-foot inflatable skeleton towering above the show floor. The eye-catching installation became one of the event’s most photographed attractions and created a strong visual identity for the brand.
Adding even more excitement, the company introduced a fully operational tattoo bus, where attendees could receive real tattoos inspired by Torq’s branding. More than 100 tattoos were inked during the event, featuring playful preset designs including sparkles, feathers, and the signature Torq skeleton.
The activation delivered something attendees would not only remember but physically carry with them long after the event ended.
Interactive Experiences Strengthen Engagement
Torq’s experiential strategy extended beyond visuals. The company curated multiple interactive touchpoints including Cyber Wok lunch sessions, CISO Karaoke, private off-site meetings, and exclusive after-hours networking at ScaleUP Club.
These activations created deeper connections with attendees while offering valuable opportunities for relationship-building and product conversations in relaxed, engaging settings.
A standout feature was Trevor, Torq’s fictional junior media intern, who was unleashed across the event to create live social content and conduct field reporting. Trevor quickly gained attention online, generating strong engagement across social platforms and amplifying the company’s reach beyond the conference floor.
Brand Storytelling Tied to Product Innovation
While entertainment drove attention, every experience was strategically connected to Torq’s core business messaging. The activations linked directly to the company’s 2026 AI SOC Leadership Report, demonstrations of the Torq AI SOC Platform, and its newly launched Agentic Builder solution.
This integration ensured that the brand’s experiential storytelling remained aligned with product education and thought leadership, creating both emotional engagement and business relevance.
According to Jeter, this consistency is essential in maintaining category leadership.
Standing Out in a Crowded AI Security Market
Jeter acknowledged that AI SOC has become one of the most competitive categories in cybersecurity.
“Right now AI SOC is the most crowded category on the planet, at least in our space,” he said.
He explained that for Torq, maintaining visibility is not optional—it is essential for survival and growth. In a market where many brands compete for the same audience, experiential marketing provides the edge needed to build ubiquity and legitimacy.
Every appearance must create impact and reinforce Torq’s leadership position.
Sales and Social Metrics Validate Success
Torq’s RSAC strategy was closely aligned with its sales organisation. More than 100 meetings were scheduled in advance, ensuring the event generated qualified business conversations alongside brand visibility.
Performance was measured through both pipeline influence and digital engagement.
The company saw significant social media momentum, gaining over 1,000 new LinkedIn followers in just three days, proving that compelling experiential content can drive measurable online growth.
For Torq, these metrics confirmed that creative booth experiences translate into real business outcomes.
Rapid Expansion of Torq’s Event Program
Torq’s event marketing growth has been remarkable. The company participated in only four events in 2023, expanded to 90 events in 2024, around 140 events in 2025, and is expected to exceed 400 events in 2026.
These include everything from intimate partner gatherings to major global cybersecurity conferences.
Despite the scale, Torq has maintained a consistent experiential approach focused on creating memorable, visually driven interactions that build trust and familiarity.
Trade Shows Are Becoming Brand Theater
As a veteran event marketer, Jeter believes the industry is shifting away from traditional demo-heavy booth designs.
He sees trade shows evolving into immersive brand theaters where storytelling and experience matter more than static presentations.
“There’s more appetite to do fun stuff,” he said. “Teams are starting to treat trade shows more like theater, and I think it’s really good for the industry.”
This shift reflects changing attendee expectations and the growing need for brands to emotionally connect with audiences.
Building a Brand Universe One Event at a Time
Torq’s long-term vision extends beyond individual activations.
Jeter describes the company’s strategy as building a brand universe one show at a time. From Trevor and collectible plushies to unconventional branded details, every element contributes to a larger narrative that audiences recognise and engage with.
Supported by Torq’s in-house creative team and exhibit partner Altitude Exhibits, the company continues to push boundaries in experiential trade show marketing.
With RSAC 2026 now behind them, the pressure is already on to create something even bigger for next year—and if Torq’s track record is any indication, the industry can expect another unforgettable performance.
