Bringing Purposeful Energy
Astellas Oncology wanted to create a memorable, engaging experience at one of the largest medical conferences in the country—one attended by upwards of 35,000 oncology professionals—while still giving the subject matter the respect it deserves. They needed to increase engagement, measure attendee participation, and most importantly build awareness of their mission: to enhance the lives of those impacted by cancer.
Charitable Giving Fueled by Audience Participation
Matrex’s solution was to tap into oncology professionals’ incredible sense of compassion and support to create a unique, unexpected activity for attendees that integrated charitable giving on Astellas Oncology’s behalf. We showcased the Astellas Oncology Racing Team in a 50’ x 60’ space that also included touchscreen info panels, a seamless plasma wall and a lounge area with interactive hospitality ordering system.
Cyclists pedaled all day throughout the three-day conference, attracting and drawing in attendees. Encouraged by the riders, booth visitors swiped their badge to get their photo taken and added to the pack of virtual cyclists. Astellas made a donation to CancerCare on behalf of every participant, and the photo was added to the cycling mosaic of other attendees. Each mile completed by the cyclers garnered another donation to CancerCare, and live running totals of miles and donations were displayed.
Lead Capturing for Good
When the final numbers came in, we tallied 2,300 individual donations collected, 855 total miles cycled, 1,283 hospitality attendees served, and 2,657 badges scanned. The entire experience was judged a huge success because it not only raised awareness of Astellas’ corporate good will initiatives, but it also gave greater visibility to the company’s oncology pipeline. Most importantly, everyone involved in the effort—from participants to staff to attendees—contributed to the greater good.