MobileIron Turns Conference into Open-Air Environment - Event Marketer

MobileIron Turns Conference into Open-Air Environment

2016_Ex_EX_SingleMktB2B_MobileIron
Brand: MOBILEIRON
Agency: INVISION COMMUNICATIONS
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (B-TO-B)
Year: 2016

MobileIron’s annual Mobile First Conference is a three-day educational event designed to improve mobile IT professionals’ skills, but in 2015, the brand had to step up its own game as well. With millennials now comprising nearly 40 percent of decision-making attendees at the conference, the brand needed an approach that kept pace with the shift in demographics. The solution: a choose-your-own-adventure strategy and an open floor plan that supported multiple touchpoints for engagement. The result: an eight percent increase in MobileIron’s Net Promoter Score.

To get things started, the company transformed the Hilton San Francisco’s ballroom into an interactive, open-air environment that allowed all 900 attendees to be fully immersed in learning activities and networking. The space was divided into four distinct zones based on subject matter—deployment, apps, OS and security—with the networking lounge set smack dab in the center of the room and demos and simulation zones complementing each session. Each of the featured zones included two theaters—one focused on solution discovery and the other focused on technical deep dives.

With eight total theater spaces incorporated into one room, the setup offered attendees the luxury of cherry-picking what kind of content they were most interested in and when they wanted to absorb it—just the kind of autonomous journey millennials crave. Without walls to mask the sounds emanating from other theaters, MobileIron also incorporated Simultaneous Interpretation Headsets into each zone, further enticing the tech savvy generation.

Now, as MobileIron expands this concept for its 2016 conference, attendees can be sure of one thing: Mobile First puts millennials first.

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