EMC Impresses the Press with Custom Content Delivery
The tech industry is huge and competitive. So when EMC set out to make a heavyweight announcement concerning a new product launch, it wanted to be known as the brand that raised the bar for all future tech industry launches. But as far as messaging, EMC wanted to demonstrate how technology transforms an environment. For the launch, it selected just the venue to do this: central London’s historic Old Billingsgate Market.
From the outside, the building appeared to be a traditional setting. But from the moment attendees stepped through the doors, they were transported to a futuristic modern space—with technologies emerging from unexpected places.
Guests walked through a tunnel structure that utilized 30-plus automated lighting fixtures, LED floors, LED chasing battens, a low-power laser, smoke machines, haze machines and a multi-speaker sound system. And that was just the door to get in. Inside, 25 meeting spaces encircled a second level lounge area for guests. These meeting spaces allowed EMC representatives to deliver more tailored messages to smaller groups in attendance.
For the main stage event, the crowd was instructed to put on ViPR branded 3D glasses for an opening video. Other moments during the main stage portion: illusionist Ben Hanlin and live music from house party band Madhen, whose performance streamed from a satellite stage. That satellite stage was later used after the main presentation for a series of Tech Talks designed for the more technical folk in attendance—a nice addition for those looking for a deeper dive into product features.
The product launch experience was broadcast live from a custom 20-foot anchor desk featuring EMC TV, EMC’s in-house video production team. The anchors interviewed a number of customers, and this feed was shown in the adjacent main stage presentation as well as to the thousands watching online via a user-built microsite, emc.im/redepo.
The launch event resulted in more than 846 press articles (more than the 500-article goal). And among those articles, positive reviews such as this: “Overall, these latest EMC announcements find the company operating at or near the top of its game.” Consider the bar set.