Oracle Turns OpenWorld Into a Networking Extravaganza - Event Marketer

Oracle Turns OpenWorld Into a Networking Extravaganza

DB_Ex 2017_Leap of Faith_Gold_Oracle
Brand: ORACLE
Agency: MOSAIC
Awards: EX AWARDS — LEAP OF FAITH AWARD
Year: 2017

Looking to go beyond the mere “format tweaks” that other brands have instituted at their b-to-b events, Oracle designed an ambitious strategy to completely reinvent and reimagine the modern b-to-b event, serving up its own OpenWorld 2016 to the industry as a guinea pig. The goal? Rethink, reimagine and redesign the 55,000-person event as a more immersive, educational, collaborative and shareable experience.

The initiative focused on three main areas: redesigning collaborative spaces, deploying an all-new storytelling strategy and rethinking event learning. With attendees now putting more value on spending time with other attendees, OpenWorld common areas were redesigned as organic, attendee-to-attendee engagement spaces. The anchor of it all was the Howard Street area sitting between Moscone halls, turned into a branded plaza.

Oracle also reimagined its 2,500 conference sessions this year, with an “attendee first” pilot test of 20 sessions. Developed with Harvard’s Graduate School of Education, the test sessions featured multiple interactive zones built around discussion, personal reflection and information sharing. All speakers were put through a live, face-to-face training boot camp months before OpenWorld.

And then there was the content. No b-to-b event has ever created this much content in advance of an event or embraced this ambitious of a content “storytelling” strategy. Mosaic spent six months interviewing Oracle executives, customers and social media influencers, turning it all into more than 250 hours of content beamed online and around the event as living, breathing stories.

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