Challenge

Zimmer Biomet, a global leader in medical device technology, aimed to make a strong impact at the 2025 American Academy of Orthopaedic Surgeons Annual Meeting (AAOS) by showcasing their MedTech innovations and engaging healthcare professionals. They also wanted to promote two major campaigns: “Get Back in the Game” initiative with APP Tour, PPA Tour, and USA Pickleball, and “You’ll Be Back” featuring Arnold Schwarzenegger. Zimmer Biomet’s challenge was to integrate campaign promotion with their messaging on innovation, while creating a space to highlight their extensive product portfolio and foster interactive engagement.

Approach

Zimmer Biomet’s 80’ x 110’ exhibit immersed attendees in a dynamic, future-focused experience. Evolving the operating room of the future concept from previous years, the 2025 exhibit introduced a MedTech Center surrounded by four experience rooms, each dedicated to showcasing a specific product vertical. The experience rooms showcased their solutions and hands-on demonstrations. Each room was lined with Zimmer Biomet blue lighting and adorned with an LED wall displaying content related to the room’s featured solutions.

At the front of the exhibit, an anamorphic hanging screen displayed branded visuals, while synchronized LED content throughout the space created a cohesive and engaging atmosphere. At the back, a large, branded structure housed meeting rooms, labs, and an executive suite. Bold graphics highlighted Zimmer Biomet’s APP Tour, PPA Tour, and USA Pickleball sponsorships, the Arnold Schwarzenegger campaign, and their feature products. As part of their “Get Back in the Game” initiative, Zimmer Biomet also sponsored the AAOS pickleball courts, furthering their commitment to community engagement through innovative activations.

Results

Zimmer Biomet’s presence at AAOS 2025 was a resounding success, drawing 13,711 unique visitors, an average dwell time of 15 minutes and 7 seconds (16.9% above benchmark), and a repeat rate of 4.38 visits per visitor (nearly a full visit higher than the 3.54 benchmark). The exhibit seamlessly blended product showcases and flagship campaigns with innovative design and interactive features, reinforcing Zimmer Biomet’s leadership in MedTech. Through strategic messaging and strong engagement, the brand left a lasting impression on healthcare professionals, making the event a defining moment for their industry presence.