Oracle Deploys a Campus Approach for OpenWorld
Navigating the labyrinth that is Oracle’s evergreen OpenWorld has, traditionally, not been for the faint of heart. The brand’s latest approach to its gargantuan business conference, however, aligned audiences and made more efficient use of space, allowing for easier exploration of the conference and easier attendee connections to content, peers, partners and Oracle experts, relevant to their areas of interest.
The tech giant used a “campus” approach to content and experience design that allowed attendees with similar interests to easily find and network with one another. Each content and interest area was given a designated location and specific branding to help conference attendees better navigate the event’s 60,000 people and 17 venues.
Prior to the conference, Oracle created highly targeted content “pathways” which aggregated content by role, solutions and products so that attendees could easily identify sessions, demos and programming specific to their needs. Demand generation was also highly targeted, serving up relevant messaging by solution and role.
Recognizing the need for a central hub amid its campus locations, Oracle also closed off San Francisco’s Howard Street, transforming it into a giant outdoor arena, which the brand dubbed the “Oracle Plaza @ OpenWorld.” The area created a campus center feel where attendees could congregate outdoors to talk about the day’s content, eat, attend general sessions, view the day’s keynotes or be entertained at night with performances by various bands.
Another event highlight, the Oracle Social Intelligence Center, provided customers with a live demo of Oracle’s social cloud capabilities, while also monitoring and measuring sentiment and conversations that helped drive dialogue around key topics. Attendees could also view displays that provided them with information on the day’s activities. The content included conversations about influencer track sessions, who the influencers were, where they were from, what they were talking about, key themes and trends—all in an engaging way that drove discussion.
Oracle’s goal of increasing its pipelines and demand-generation lines saw a major win at OpenWorld. Its marketing line of business grew 187 percent year over year, while the service realm was up 187 percent; human resources was up 89 percent and sales reached 78 percent growth. No firewalls here.