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Genentech wanted to increase the effectiveness of attracting international cardiologists to its American Heart Association tradeshow booth. Group X recommended an interactive booth experience called the Cardio Challenge. A take-off of the popular game, You Don't Know Jack, Group X worked with Genentech's cardiologist to create more than 30 questions related to cardiology diagnosis and lytic therapy. Cardiologist attendees who played the game were invited to a hospitality suite for a drawing to win a donation for their institution. The trivia game atmosphere was successful in drawing in a steady stream of booth traffic and increasing leads for the sales force.
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