Medtronic Woos Attendees with a Multi-Touch Wall - Event Marketer

Medtronic Woos Attendees with a Multi-Touch Wall

DB_Silver_Medtronic_2010 Ex
Brand: MEDTRONIC
Agency: GROUP DELPHI
Awards: EX AWARDS — BEST OVERALL USE OF TECHNOLOGY
Year: 2010

For its presence at the Heart Rhythm 2009 convention in Boston, Medtronic wanted an innovative tool that would entice attendees to visit its booth and position the company as a leader in technology that helps improve peoples’ lives.

An electronic multi-touch wall was the centerpiece of the 11,000-square-foot exhibit space, which included product areas, a hospitality zone, meeting areas and a theater. At the time of the show, multi-touch was just taking off so Medtronic benefited from the curiosity the technology generated among attendees. The main attraction was a 16-foot by five-foot touch screen and multi-touch tables that carried the same experience as the wall but in a more intimate setting. The strategy attracted people into the booth with the big screen, allowed them to explore the information using the wall or the tables and then steered them to the product areas to talk with the experts.

The space remained comfortable but with a tech-savvy innovative edge that drew in sizeable crowds.

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