Acorda Therapeutics Inc. planned to debut its new medication at the American Academy of Neurology (AAN) expo. The drug, Inbrija, provides an innovative "bridge" of relief between doses of other medications for people suffering from Parkinson's disease. But the biotech company had challenges for which there are few over-the-counter remedies: how to attract attendees without relying on a valuable giveaway and gather additional lead information for post-show follow-ups.

To draw in crowds, it started with a giant soaring "sail" visible from across the exhibit hall. Measuring 26.3-by-20 feet and rising more than 20 feet above the floor, the petal-shaped element was made of a metal framework with a fabric mesh infill shaded with purple-to-yellow gradation replicating the hues of the company's logo. On the floor below, beams of light swept the carpet section leading into the booth, suggesting a figurative bridge for visitors.

After guests entered and registered, staffers handed them a badge with Radio Frequency Identification (RFID) technology that let them interact with a "Bubble Pop" game. To play, visitors approached two double-sided 80-inch monitors set flush against each other. The screens lit up with the attendees' names and a series of qualifying questions about their medical practices the company could later use for the desired post-show communications. Then a volley of questions ensued about Parkinson's disease, Inbrija medication, and even general trivia such as "Which Philadelphia institution is famous for its display of sections of Albert Einstein's brain?" Players had to answer within seconds, with every correct response exploding sinking bubbles on screen before the orbs could reach bottom. Employing dramatic design elements, theatrical lighting effects, and a competitive game that harvested information, the company built a bridge that let guests cross over from being casual visitors to engaged attendees.