Thomson Reuters Paints the AALL Floor Orange
How do you get the attention of nearly 1,600 law librarians? At the American Association of Law Libraries annual conference, Thomson Reuters leaned on the bright color orange. Before the show, pre-registered attendees received a series of emails inviting them to “Transform To Orange,” which is the brand’s signature color.
In the exhibit, staff donned orange t-shirts, denim jeans and orange converse tennis shoes. When attendees arrived they were checked in and given an orange RFID/NFC-enabled bracelet. They also scanned their badge, entering their name and other demographic data. This record went into a master database that tracked gaming activity and was later used for measurement and lead data.
Attendees were invited to visit their choice of 17 stations, each with two education areas. Topics included tax and accounting, government, academic and law firm. There were trivia questions, too. At each station, visitors touched their bracelet to a scanner, which brought up on a screen their rank in relation to other attendees, the names and numbers of stations they had visited, the number of questions they’d answered correctly and their point score in relation to other participants.Visitors wrapped up the experience at the redemption counter where a staff member scanned their bracelet one final time and delivered a prize corresponding to the visitor’s point total.
For a notoriously competitive group, this gaming strategy kept engagement high—86 percent of participants visited more than two stations. Sixty-three percent of visitors said they would recommend Thomson Reuters to a colleague.