After an hour and a half of sugar-hyped brainstorming, we selected an odd experiential learning exercise guaranteed to cement our brand identity into attendees' minds.

“Let’s play a giant game at the conference, but not tell anyone we’re playing.”

It was 2005, and my team was preparing to attend and a mid-sized conference. We purchased some space in the exhibit hall. My boss tasked me with creating a way to boost foot traffic to our booth.