Huron Legal developed a revolutionary e-discovery solution that eliminates up to 70% of irrelevant data right from the start. We spread the word to C-level legal executives by ratcheting up the “wow” factor. First, we established a theme about “seeing things differently.” Next, we sent them red reveal glasses that magically made irrelevant data disappear when they watched our video. In two weeks, Huron scheduled 45 meetings. The theme also supported a follow-up mailer coffee-table book, t-shirt messaging and strategically-colored M&M's that were used in employee lounges and sales presentations. For a trade show, we offered the ultimate chance to “see things differently”—a trip aboard Virgin Galactic. The promotion resulted in more than a 60% increase in booth traffic over the previous year.