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Case Study: CyberArk “Iris Identity Scan” — Turning Biometric Art into a Live Identity Security Experience
How Interactive Dallas helped a global cybersecurity leader transform its mission into a sensory, shareable activation at Gartner’s Identity & Access Management Summit
CyberArk partnered with Interactive Dallas to create a cutting-edge activation for the Gartner Identity & Access Management Summit at the Gaylord Texan in Grapevine, TX. The Iris Identity Scan merged biometric art with cybersecurity storytelling, visually representing CyberArk’s mission to secure every human and machine identity.
By transforming Iris Photography into a symbolic “Retina Security Scan,” Interactive Dallas helped CyberArk deliver a brand-aligned experience that educated attendees on Zero Trust, Adaptive MFA, and identity verification while staying compliant with Gartner’s strict activation guidelines. The activation became one of the most engaging — and talked-about — experiences of the entire summit.
Challenge: Stand Out Without Stepping Outside Compliance
When CyberArk, a global leader in identity security and privileged access management, prepared for the Gartner IAM Summit, they faced a unique challenge. Gartner strictly prohibits any booth activation that doesn’t directly connect to the exhibitor’s business model.
CyberArk’s team wanted a visually captivating experience that:
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Aligned with their Identity Security Platform
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Reinforced their Zero Trust & Least Privilege approach
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Encouraged meaningful conversation with attendees
Interactive Dallas was tasked with creating an activation that would engage visually and emotionally while delivering measurable value — not distraction — to the brand’s core cybersecurity message.
The Breakthrough: Reframing Iris Photography as a “Retina Security Scan”
Interactive Dallas proposed an innovative twist: rebrand their Iris Photography activation as the CyberArk Iris Identity Scan, transforming it from a simple visual experience into a live metaphor for identity security.
Each iris photo became a powerful symbol — representing the uniqueness of every identity that CyberArk protects.
Guests stepped into the booth for a macro iris portrait experience, guided by CyberArk staff who explained how adaptive authentication, secure web sessions, and identity lifecycle management are essential to verifying and protecting digital identities.
Participants received:
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A custom-printed “Iris Identity Scan” portrait branded with the CyberArk logo
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A digital copy via text or email for instant sharing
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A personal education moment tying their biometric image to CyberArk’s Zero Trust architecture
Approval Story: How CyberArk Turned a “No” into a “Yes”
Initially, Gartner rejected the activation, classifying it as unrelated to cybersecurity. But CyberArk — with support from Interactive Dallas — drafted a business justification letter detailing how the experience represented identity as the new perimeter.
From that letter:
“The iris, as a unique biometric identifier, symbolizes the individuality and criticality of every identity in the digital ecosystem.”
Gartner’s review team reversed their decision. The activation was greenlit — now recognized as a live, educational demonstration of cybersecurity principles in action.
Execution: Blending Technology, Storytelling, and Visual Impact
At the Gaylord Texan booth, Interactive Dallas created a sleek, tech-driven environment anchored by the CyberArk Iris Identity Scan signage:
“Secure Your One-of-a-Kind Biometric Portrait.”
On-site experience included:
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A custom photo capture setup for precision iris imaging
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Real-time digital sharing via SMS and email
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On-site printing for branded biometric keepsakes
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LED backdrop and motion graphics aligning with CyberArk’s color palette and tone
This seamless integration allowed CyberArk to deliver a humanized cybersecurity experience that attendees could literally see themselves in.
Results: Measurable Engagement and Brand Authority
The “Iris Identity Scan” quickly became one of the most visited and photographed booths at the summit.
Performance outcomes:
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High traffic volume: Continuous booth engagement across all expo hours
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Longer dwell time: Attendees spent more time discussing identity protection
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Social amplification: Dozens of posts shared by participants with branded imagery
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Brand reinforcement: Clear visual metaphor tied to CyberArk’s mission of securing every identity
By merging biometric art and cybersecurity education, CyberArk elevated its presence from another tech vendor to a category thought leader.
Why It Worked
The activation succeeded because it bridged the abstract with the tangible — turning technical identity concepts into visual experiences that resonated emotionally.
This is the hallmark of Interactive Dallas’ experiential strategy: connecting brand purpose, technology, and human experience in a way that drives conversation, memorability, and authority.
Frequently Asked Questions
Q1: How does the Iris Identity Scan reinforce CyberArk’s identity security platform?
The activation visualizes CyberArk’s belief that identity is the new perimeter. Each participant’s iris image represents a unique digital identity, reinforcing the company’s mission to secure human and machine access points through Zero Trust architecture.
Q2: Why was this activation approved by Gartner after being initially denied?
Gartner first rejected the activation as unrelated. CyberArk demonstrated that the experience symbolized biometric identity verification — directly tied to identity security principles — leading to full approval.
Q3: What impact did the activation have on CyberArk’s event performance?
The booth experienced increased dwell time, strong social engagement, and deeper product discussions, positioning CyberArk as a leader in human-centered cybersecurity storytelling.
Q4: Who managed the activation?
Interactive Dallas conceptualized, designed, and executed the activation — from on-site photography and digital delivery to print integration and branded signage.
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