Acorda – AES
- Location: New York
- Industry: ElectronicsHealthcareInformation Technology
- Size: 20×20 - 30×30
The Black Swan
For Acorda Therapeutics to make and impactful virtual handshake with 5,000 of the world’s leading epilepsy professionals, we had to attract attendees to our booth and create a buzz…without being able to talk about a product solution (as its still in development).
We strategically designed our 20×20 rental exhibit experience to incorporate a beautifully branded structure coupled with savvy traffic-generating interactive technology.
The Acorda immersive experience was nothing like the other exhibits on the show floor. Even from 100-feet away, the disease-state awareness booth looked like the black swan among a sea of traditional “white” pharma booths. The exterior of the structure was wrapped in bold, perplexing imagery & startling messaging of the campaign
The results proved that in the first hour of the show open, Acorda had more attendee interactions than the entire duration of the show in each previous year!
Utilizing the full cubic content of our 20×20 booth space, from floor to ceiling, we kept the space feeling “open & airy” by incorporating sheer fabric enhanced with dynamic lighting (versus the harsh show hall lights).
Knowledge Is Power
By using cutting edge RFID technology, badging stations were placed on the entry points into the booth to maximize data capture. The staff working in the booth was trained in wrangling in attendees to get badged, in a very professional “non-carnival-like way”. As attendees came to the booth, the booth staff swiped each attendees’ badge and attached an RFID sticker to their show badge. This RFID sticker tag contained the attendee’s name, address, practice, etc. (whatever information they provided to AES upon registering for the show). Once “activated”, attendees were then able to play with any technology in the booth, with a personalized touch. For example, each screen popped up with “are you Dr. John White?” as he walked close to each interactive area. The RFID technology also tracks each attendees’ journey throughout the exhibit (with time stamps associated in each area), and allows Acorda to maintain communication with attendees post-show via opt-in.
After being badged, attendees were guided over to a kiosk containing digital medical materials and a quick survey, with Hollywood-quality animated attract loops while the kiosks were not in use (think screensaver). The survey allowed Acorda to better understand our audience, while the medial materials offered knowledge preparation for the trivia questions at the next destination for the attendee…the group challenge game!
We Hate To Burst Your Bubble, But…
The group challenge “bubble pop trivia game” was the main highlight interactive in the booth. Knowing how competitive doctors are, the group challenge game offered education without feeling educational at all. Allowing up to four players at a time, attendees answered multiple choice trivia questions and popped animated bubbles in a timed competition of knowledge and speed, guided by arguably one of the most talented live hosts in the biz. A ticker-style leader board displayed top players…so attendees were inclined to return to the booth intermittently throughout the day (or even following show days) to see if they were still the reigning champion.