ASCO: Experiential Marketing and Interactive Exhibits | Condit

ASCO: Experiential Marketing and Interactive Exhibits

Array BioPharma – Exhibiting at ASCO

Array BioPharma, based in Colorado, is a pharmaceutical company that specializes in the development and testing of several cancer drugs approved for treatment in the US and internationally. A regular exhibitor at ASCO, the American Society of Clinical Oncology, Array has trusted Condit to build, modify and maintain their ASCO trade show booths for the past three years.


Goal

For ASCO 2019, Array sought to drive traffic to their booth, despite suboptimal location on the show floor, by harnessing advanced technology and interactive elements. To set the organization apart, Array opted to build a dynamic touchscreen donation portal and photo/video opportunity for their donors and guests at the show to support patients and drive engagement with the brand. This experience was concepted and designed by Biolumina, a full-service, integrated creative agency that specializes in high-science brands and the pharmaceutical industry.

Result

Biolumina’s “Immersive Butterfly Experience” debuted at ASCO 2019. Through extensive research and testing, Condit engineered an immersive, high-resolution LED 4×5 tile wall meticulously built from 1.8mm LED panels. A smaller touchscreen running Biolumina’s donation app allowed the participants to answer questions, make donations, and opt to have a picture or video taken against a beautiful butterfly backdrop.

Surrounded by a custom-built laminated frame and a smooth, white booth, the LED wall and graphic background gave visitors a lovely image or video immediately upon exiting the activation, driving brand engagement and creating a memorable visit for participants. Biolumina’s colorful and engaging experience was an extremely popular attraction at the show with over 100 visitors and participants from the healthcare sector.

Value

In the span of only two months, Condit coordinated rigorous file testing, technical specification execution, and construction drawing iterations to prepare this element of Array’s ASCO exhibit with the help of AV Dimensions, Inc. After testing several options and securing the highest resolution LED tiles possible, Condit ensured the best images and video could be captured as well, deftly avoiding the Moiré pattern that occurs when filming and photographing LED screens.

“Condit does an amazing job. They are experienced, highly technical, and great communicators. The information needed is always provided – max preparation. Condit knows what works at trade shows and what works for their clients,” said Dana Aidala of AV Dimensions, Inc.

Condit also understands the value of directly involving and engaging show attendees with interactive exhibit experiences. Social, multi-media features are the future of trade shows. Integrating a human element, providing takeaway items beyond standard giveaways, and offering personalization will create memories for your booth visitors that last far beyond show close.

 

Building An Interactive Marketing Experience

Want to build your own attention-grabbing trade show booth experience? Whether you're attending ASCO or another event, our team are experts in experiential marketing. Contact us today. and let's design your next exhibit.

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