CDW Technoliner Hits IT Conferences and NCAA Events - Event Marketer

CDW Technoliner Hits IT Conferences and NCAA Events

DB_EX_CDW_2014 Ex
Brand: CDW
Agency: NEXT MARKETING OGILVY
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2014

Mobile marketing was one of the first experiential tactics to take off, and now it’s evolved to become the proving ground for on-the-go cutting-edge technologies. CDW played to win with this tour and the innovative technology strategy is just one of the many reasons this one’s a winner.

Talk about being hooked up. CDW’s Technoliner was tricked out, and connected, giving its b-to-b and consumer audiences a look at the future of “connected mobility” with high-end wi-fi, VPN and other technologies available on the fly.

No industry changes faster than technology, and if a brand like CDW wants to stay relevant, it’s got to move fast and show its clients and partners that it’s on the bleeding edge all the time. Last year’s efforts to do just that were housed in the truly epic CDW Technoliner, home of the Winning on the Road campaign, which visited key IT conferences and NCAA Final Four events to showcase the brand’s in-house technology offerings and OEM partners.

The vehicle itself was a fully integrated demo center, entertainment venue and buzz-building attention grabber. The 48-foot Technoliner featured an on-board data center with Cisco Unified Computing System rack servers, VMware virtualization software, NetApp data storage arrays, Elo Touch Solutions displays, an exterior 14-foot wide Cisco Connected StadiumVision wall featuring six Planar HX-60 displays, Lenovo laptops, Belkin charging stations and more than 4,000 feet of high speed wiring.

It wasn’t all tech either. Creature comforts and premium entertainment were front and center as well. CDW provided full beverage service with Bottoms Up and Sidebar beverage dispensers, food prep with a Kalamazoo Pizza oven and a full-size gas grill and Samsung LED displays with an XBox 360 Kinect system ready to roll. Guests were treated to fresh snacks, sweet demos and hot gaming. Interested purchase decision-makers had the chance to meet with CDW experts to ask questions, which resulted in some lead generation gold for the brand. All of this tech and experience added up to an activation that excited IT professionals about partnering with CDW for tech needs and wowed regular consumers with the rampant high-tech badassery.

Post-tour surveys showed how powerful the whole package was. Attendees were 13.3 percent more likely to see CDW as a leading IT solutions provider and of those, 75 percent placed an order. CDW collected leads at industry events, and showed exponential growth over the previous year at these events, most notably Cisco Live and VMWorld, where the brand increased leads by 1,362 and 1,762 percent, respectively.
Damn, son.

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