Adobe Train Hops Around Europe to Promote Time Tracker - Event Marketer

Adobe Train Hops Around Europe to Promote Time Tracker

DB_Gold_Adobe_2009 Ex
Brand: ADOBE
Agency: GEORGE P. JOHNSON
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (B-TO-B)
Year: 2009

To spread the word in Europe about Adobe’s AIR Time product, a personal time tracker, Adobe ditched the traditional trailer and hopped on a train instead. The brand activated its AIR Tour Europe 2008 program by taking trains to hotspots like the MOMA Bar in Madrid and The Brewery in London.

For the European tour, 15 Adobe evangelists traveled by train for several months at two-week intervals, bringing the Adobe brand and AIR experience to targeted online and live audiences. The tour was mapped out over a two-month period, with the first five events taking place in April 2008.

Leading up to each stop, the traveling team of Adobe experts blogged and tweeted about the experience and geo-tagged photos on http://onair.adobe.com/live. At each session, food and beverages were served, Wii and Xbox games were provided as well as high-speed web access. Adobe invited local, well-known developers to present and become involved with the tour at event locations.

Forty percent of all attendees at each event were JavaScript developers, exceeding Adobe’s goal of 30 percent. The tour reached more than 2,700 web developers and designers.

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