Case study · A global cybersecurity company at SecTor 2026, Toronto
A selfie people signed up for.
A global cybersecurity company wanted its SecTor booth to stand out on a crowded floor and to turn passing interest into real contacts. MoVA built a branded AI selfie and a live social wall, played from one QR code with no app to install.
SecTor 2026, Metro Toronto Convention CentreTwo days at a glance
Almost everyone who took a selfie became a lead.
Source: MoVA platform data, SecTor 2026, October 7 and 8. Excludes client staff.
The ask
Stand out, then follow up.
Stand out on the floor
A booth moment attendees want to be part of, with the client's brand in every photo.
Turn photos into contacts
Every selfie on the wall comes with a consented lead: name, title, company and email.
Bring people to the booth
Swag for showing your selfie, and live prize draws that give people a reason to come back.
How it works
Scan, pose, join the wall.
Scan
One QR code at the booth opens the experience in the phone's browser.
Pick a frame and pose
Two LEGO designs and two brand frames, each carrying the booth hashtag.
Join the wall
Share your details to post the selfie to the live wall. This is where the lead is captured.
Win
Show your selfie for limited-edition swag, and enter the Oura Ring draws held live at the booth.
From visit to lead
Very little drop-off between the photo and the form.
Each step as a share of the 183 people who opened the experience across both days.
Source: MoVA platform data. Visitors are counted per browser.
What people chose
Everyone wanted to be LEGO.
One frame did most of the work: the first LEGO design, with branded minifigures holding a mug and a basketball.
A playful frame outperformed a pure brand frame by a wide margin, and the brand still appears in every photo.
Source: MoVA platform data, share of selfies taken in each frame.
At the booth
From selfie to handshake in 36 seconds.
That's the median time between submitting the form and picking up swag at the booth. The selfie started the conversation; the booth team finished it.
Selfies taken per hour
Source: MoVA platform data, Toronto time.
Who engaged
Practitioners and decision makers, side by side.
93 companies were represented, and 20 of them sent two or more people. Titles as people typed them, grouped by keyword:
Source: MoVA platform data, 124 opted-in leads. Company names stay with the client.
Who built it
Started at Princeton.
Founded by architects and technologists who design how people move through space. We bring that to the conference floor to make events playable and measurable.
Sophie Jiang, CEO and co-founderShe was on the floor all day, holding every passcode. Connect with her on LinkedIn.
On LinkedIn
The booth, carried into their feeds.
Attendees posted their selfie with the booth hashtag, in their own words, to their own networks.
The selfie wall.
Everyone who opted in showed up on the live wall at the booth.
Source: MoVA platform data and public LinkedIn posts, as of October 12, 2026.