Exhibit design. Cadec wanted a booth with a football theme. A two-dimensional stand-up graphic of a wide receiver was made, and a hole was cut so that booth guests could throw a ball through the hole. Each guest had to fill out a short digital form in order to have a chance to throw the ball. These forms were used for post-show lead generation. Successfully throwing the ball through the hole in one try earned the guest a small gift card and a chance to win a free consultation with an expert.