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Sparks

Just about every engagement technique was fair game at Interop 2009, a premier information technology event held May 17-21 at the Mandalay Bay Convention Center in Las Vegas. From magicians to real heavyweight boxers, exhibitors did their best to bring excitement to the faces of serious IT professionals as they pondered new products for their enterprise. The show could also be a study in doing more with less, as exhibitors looked to keep their presence impactful with smaller footprints and downscaled architecture. While some still brought brand new properties, many were forced to distill their best elements to a singular brand experience on half the real estate, some showing admirable ingenuity and with excellent results. Yes, we were there. Yes, we’re about to give you a taste of the action.

Interop 2009

This modern design-inspired exhibit by software company CA grabbed attendees with quality video streamed on two giant projection screens. No audio was needed, with plenty of staff on hand to walk attendees through the product particulars at multiple demo areas. Contrasting with glossy white surfaces, the company’s blue and green corporate colors dominated the color scheme, tying the overall look together with the theme, “IT Simplified.” The brand anticipated slower traffic this year and geared its presence towards pre-booked business by investing heavily in pre-show marketing and onsite hospitality.

CA

A no-nonsense Nortel booth fit the IT theme with an exhibit that visually resembled computer hardware. The core was based on Delta Matrix panels which, according to the exhibit manager, allow the property to be reconfigured for a variety of IT events. Large-scale graphics were another interchangeable touch. Demo stations were equipped with multiple flat screens, which made it feel like the product conversations were taking place in the familiar environments of an IT workplace. The traditional footprint, combined with subdued colors and lots of exposed metal presented the brand as substantial and robust.

Nortel

Internet security products manufacturer ESET also leveraged height but in a different way. Its double-decker cylindrical exhibit looked more like an architectural work of art than a marketing venue. Sheer walls lining the half-moon shaped meeting room on the second story added shadow play to the visual mix. The light-blue glow of the overhead canopy corresponded with the color palette of the presentation stations and backlit logos. The canopy also provided the sense of enclosure without separating the booth from the rest of the show floor. Overall, a vertical move that made good use of a small piece of real estate.

ESET

After a recent rebranding, enterprise software developer Citrix brought a visually complex and functional exhibit. The most eye-catching part was in the air: Three types of overhead signage (fabric projection panels anchored to the top of the booth, a regular rigged sign and a rectangular sign rigged above the entire construction) made the property appear tall and substantial. Sweeping arches and fluid architectural shapes sprouting from the main aluminum core structure, plus multiple presentation stations, gave the exhibit a formidable ground presence.

Citrix

Telephony provider Qwest Business conducted its business in an airy booth with a lot of presence. Giant suspended cubes placed above the booth helped direct attendees to different product areas. Programmed LED lights gave the white opaque cubes—and the space below—a sense of energy. Light aluminum frames provided the exhibit’s core, anchoring the LED flat screens at each station and the graphic panels. There were no actual products on display so to extend face-time, product conversations took place while attendees enjoyed their moment of stardom having their photo taken and Photoshopped onto the cover of a mock Rolling Stone magazine.

Qwest Business

The attendee magnet in the middle of the show floor was a full-size boxing ring where boxers representing wireless technology manufacturer Xirrus were beating the heck out of those symbolizing wired solutions. Richard Steel Promotions agency brought in several professional male and female boxers, and while no blood was drawn, sparks were flying with every punch. Ringside, a cyber team made sure that the worldwide audience had real-time updates on the action, with the content streaming on YouTube, Twitter and social networking sites. The company also launched a sophisticated pre-show campaign to drive event traffic and build momentum.

Xirrus