When a major pharmaceutical company planned a drug launch meeting in New York for 150 sales reps last October, it needed to ensure that the information being presented would get absorbed and retained. Enter “The Great Cab Challenge,” an interactive game designed by Canton, Mass.-based IML, a provider of audience response systems. Using handheld ARS devices, attendees are quizzed on meeting content as they participate in an animated cab chase in which New York landmarks provide the backdrop. ...

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