Microsoft Deploys a Hub of Connectivity for Partners - Event Marketer

Microsoft Deploys a Hub of Connectivity for Partners

DB_Microsoft1_2013 ETA
Brand: MICROSOFT
Awards: EVENT TECHNOLOGY AWARDS — BEST DIGITAL+LIVE CAMPAIGN (B-TO-B)
Year: 2013

To match the fresh excitement being generated in its redesigned Worldwide Partner Conference (WPC) footprint, Microsoft unleashed three technology upgrades created with the attendee in mind: a custom social event platform called Connect, a complementary mobile app and an enhanced social media effort.

Connect enabled attendees to schedule meetings with other partners, identify on interactive maps where they were and which exhibitors they wanted to visit, digitally pass on their business information after a hallway connection and create personalized agendas. It also included a gamification experience that rewarded specific behaviors with badges connected to the user’s profile. A mobile app complemented the live experience and provided a seamless way for partners to access their information from Connect on any mobile device. It also enabled Microsoft to push updates in real time.

Finally, a five-person team was put in place to track and monitor social media throughout the event. A “Live Wall” video feed of the social conversation helped build awareness of the event’s social communities. The new technologies were as welcomed as the new look and feel: 96 percent of attendees used Connect at the conference, Twitter retweets increased 253 percent and Facebook page reach increased 25 percent.

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