Align Technology

Live Streaming Event Engagement For New Dental Technology

Align Technology is a medical device manufacturer that has a challenge that is common among companies that use trade shows in their marketing mix – getting people engaged at their booth. The Team at Response Labs uses gamification to engage prospects while securing contact information for post-show lead nurturing campaigns.

Trade show attendees are asked to see how fast they can scan using Align Technology’s new iTero® Element intraoral scanner. Each contestant provides their contact information to register through booth greeters armed with iPads. A photo is snapped as part of the contestant profile. The contestants are then given 10 minutes of training educating them on exactly how it works. After training, a timed scan is completed. The top 5 scores for the day are automatically shown on the digital scoreboard and the top 3 contestants at the end of each day are awarded prizes. All contestants are awarded a branded selfie-stick.

These popular events often cause people to have to wait for their chance to scan. During this waiting period, our social media campaign suggests that people take a photo using their new selfie stick and post it with the hashtag #iTeroSmiles. Posted photos are curated by our social media platform,, and displayed on a Social Wall for instant viewing.

This program continues to be a big success in generating not only a high level of prospect engagement, but also a steady stream of very high quality leads that have been given a demo of the new device by a trained professional.

Booth attendees taking a selfie as part of Itero Iron Records Challenge
Event Engagement, Integration, Lead Generation, Web