A Trade Show Traffic Driver That Scored Big Time
EVENT MARKETING | AUGMENTED REALITY | LEAD GENERATION
A clear and bold heading
The challenge: demonstrate restaurant applications of a new paper product… in the middle of a trade show.
Timing is everything
Nekoosa wanted a way to demonstrate its SYNAPS OM waterproof synthetic paper at the annual Dscoop conference, which targets graphic arts professionals. Nekoosa wanted to focus specifically on the product’s versatility in restaurant applications like table tents, placemats, and menus.
We knew we needed to give attendees the chance to touch and feel the paper, so, with restaurants and sports bars in mind (as well as the impeccably timed NCAA March Madness tournament), we developed Hoops Madness — an augmented reality game that used table tents printed on SYNAPS OM as the AR marker.
A clear and bold heading
We created a trade show traffic driver that not only drove prospects to the booth but kept them coming back for more.
An AR traffic driver for the win
Hoops Madness was the centerpiece of the Nekoosa Dscoop booth. The booth was filled with tables, and each table contained a three-sided table tent printed on SYNAPS. Up to four players could participate at each table tent at once. Players could choose between three levels: “Practice” transported the user to an outdoor park setting, “Prep” placed them in a school gymnasium, and “Going Pro” set the stage in an NBA-style arena.
Each player took shots from one of three hot spots around the basketball court’s key. A power meter showed players where the “sweet spot” was for their shot. Hold the spot for too long, and you’ve put too much power behind the shot. Too little power… air ball. Just right, and swish! Each basket counted for three points and each player had 45 seconds per game in which to earn the most points.
An AR traffic driver for the win
Throughout the day, the top scores (the “Sweet Sixteen”) were updated in real time on a leaderboard in the booth. Attendees revisited the booth for a second and even third time to see if their best score was still standing — and for a chance to win a prize.
In addition to the in-booth experience, event attendees received a 12x12” bag stuffer printed on SYNAPS with raised finishing to create the effect of a basketball surface. The bag stuffer had a QR code attendees could scan to play from their phone — but they still had to visit the booth to see how their score stacked up to others.
The overall success of this campaign could be easily measured by the amount of buzz the game created at the show and the amount of traffic that buzz drove to the Nekoosa booth. It could also be measured by the sheer amount of time visitors stayed in the booth, engaged with the SYNAPS OM product and talking to Nekoosa representatives!
Laura Bennett
Laura Bennett, Owner & CEO, Trekk