If you read the first part, you know how DoubleClick generated interest before I even got near the booth. In their booth, they made an impact by doing a couple great things. First, they had a chalkboard and two freestyle rappers who would freestyle about whatever word you wanted, and second, they gave out imprinted pocket thesauruses (thesauri?). They created an overall experience that was enaging and relevant in a creative way: freestyling as a metaphor for keyword research and a thesaurus, which comes in handy when you’re doing either. I was engaged, it was fun, and I’m going to be looking at their logo next time I turn to my thesaurus for keyword ideas.