Boost Rewards hit the top of the charts with its “Recognize Your Rock Star” program, which it showcased at the Society for Human Resources and Management Conference and Exposition (SHRM) in Chicago this summer. Boost debuted the campaign at SHRM a year earlier, and it was so successful that the company continued and built upon its rock star theme at the 2013 show.

Boost’s goal at SHRM, which typically draws about 12,000 people, was to engage new customers by encouraging companies to adopt employee recognition programs. The company hired look-alike talent to resemble rockers, but kept the identity of the rocker a mystery until the day of the event. This year’s talent was “Bono,” and he so closely resembled and acted like the U2 front man that some attendees actually thought it was him.

In addition to Bono, the booth featured umbrella-style photography lights and visitors could get their picture taken with the faux rocker. They were then given a “Bono” star business card which directed them to the company’s Facebook page. By posting their pictures and liking Boost on Facebook, visitors could enter a Red Carpet Rollout giveaway that featured chances to win a Yamaha guitar, SpaFinder gift card, home accessories from Whispers Home and beauty products from Preen Apothecary.

Boost distributed an array of branded promotional merchandise that struck solid gold with trade show attendees. Among the giveaways were guitar-shaped sunglasses, Bono-style sunglasses, custom tattoo sleeves and guitar-shaped carabiners to hang from attendees’ trade show bags.

At the show, Boost showcased its Boost on Demand Cogz Rewards, an employee incentive and recognition program that allows for on-the-spot employee recognition, allowing companies to reward exceptional performance as it happens. The company also highlighted its Boost Wellness Program, which encourages employees to participate in specific wellness initiatives and features its Wellness Cogz Rewards.

“We had people from competing booths tell us, ‘your booth is fantastic,’” said a company spokesman. “Some competitors even came and asked if they could have a tattoo sleeve – logoed with our company’s name – and they wore them home on the plane.”