Red Hat’s Low-Tech Stunt Shows the Power of Teamwork
Red Hat, a leading provider of open source software solutions, wanted to demonstrate the collaborative nature of Red Hat culture and services through a disruptive experiential activation that grabbed the attention of people in the tech community. Through the “human-powered” 30-foot by 60-foot People-Powered Billboard at the Raleigh Convention Center during an open source conference, Red Hat took collaboration live.
Sixty-three employees and volunteers were enlisted for the outdoor activation, designed to demonstrate that when people come together to work toward a common goal, something pretty cool can happen. Red Hat also wanted to show the power of community, the importance of collaboration and the strength of connections… in other words: teamwork.
All of the people were assembled on a tiered scaffolding structure equipped with placards that they flipped in unison to form eye-grabbing synchronized messaging. The large-scale, low-tech experience stood out in a sea of competing messages and digital clutter at the technology conference, resulting in a flood of tweets, Facebook posts and Instagram photos. The hashtag #peoplepowered trended on Twitter for five hours. An added bonus: a huge positive boost in employee morale.