BioClinica DIA Tradeshow
"The 2009 DIA show was a huge success. Not only did we win Best Exhibit Floor Buzz Generator, we also had people talking about us long after the show. There only problem is: how are we going to top this next year?"
— Jim Dorsey, Vice President of Marketing, BioClinica
How can you leverage expensive trade shows and events to be sure you are getting all of the attention you deserve?
Integrating offline direct mail and hotel door drops with a dedicated microsite and an interactive contest, BioClinica dominated the floor at their most important show, DIA.
Challenge:
Bio-Imaging Technologies and Phoenix Data Systems had recently merged to become BioClinica, a new leader in clinical trial services. A few months after launch, the company was faced with its most important event of the year, the Drug Information Association (DIA) 2009 Annual Meeting. Our challenge? Develop a theme that would announce the arrival of the new brand in a huge way — capturing traffic and leads, and keep people talking about BioClinica after the show.
Results:
Because the industry had never seen a rising star in clinical trial services like BioClinica, we created a “Hollywood movie premiere” theme that featured Brad Pitt and Angelina Jolie celebrity impersonators. Staged show-floor paparazzi, a gossip tabloid pre-show door drop, booth handouts and an HDTV & Blu-Ray player giveaway contest drove incredible traffic, interest and fun. A branded microsite, “B! Online” (bioclinica.com/premiere), featuring a viral online contest where visitors could vote on the best pictures taken at our booth with “Brangelina” (many encouraged their friends and colleagues to vote for them) gave us a huge viral uplift that spread the word even further. Not only did the premiere get people talking about Bioclinica during DIA, it also continued to drive traffic to the microsite for weeks after the show. BioClinica even won ClinPage’s Best Exhibit Floor Buzz Generator.