MasterCard's Meeting iPads Engage On-Site and Off-Site - Event Marketer

MasterCard’s Meeting iPads Engage On-Site and Off-Site

DB_Mastercard_2013 ETA
Brand: MASTERCARD
Agency: BARKLEY KALPAK AGENCY
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF A SINGLE TECHNOLOGY (B-TO-B)
Year: 2013

The construct of an annual sales meeting is often a predictable one for attendees such as seasoned executives, who made up much of the 420-attendee list of the 2012 MasterCard annual Sales Leadership Meeting. This year MasterCard gave each attendee an iPad to borrow, preloaded with content and an app to support the experience on-site (it included Q&As with moderators, agendas, photo sharing and attendee profiles).

A nice perk, for sure, but the iPad use also supported an off-site experience that really shook things up. Attendees participated in a team-building activity called The MasterCard Priceless Pursuit, a custom “Amazing Race”-style excursion throughout the host city of London. Via the iPad, attendees used a combination of QR codes and apps (including Hailo, HopStop, London interactive maps and personal MiFi) to access clues and locations. This scavenger hunt throughout the city directed attendees to key places that supported the MasterCard Priceless Cities marketing campaign. The first teams to get back won their very own iPads.

In a post-meeting survey, 97 percent of attendees rated the use of iPads and the app as “valuable”—58 percent of which rated them as “highly valuable.” All told, 100 percent of attendees used the app.

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