Tech-Heavy Microsoft Conference Spans Three Locations
Mixing business and pleasure is no longer out of bounds for b-to-b conference marketers. Case in point: Microsoft’s 2015 Worldwide Partner Conference, where the brand employed tech-driven experiences that fostered networking and fueled collaboration within the Microsoft US Partner community to create a professional yet fun conference environment.
The show spanned three locations. The US Regional Lounge was located on the trade show floor and functioned as a central hub for attendees to access information and to network. The space brought the conference location, Orlando, FL, to life with décor that included live plants, terrariums and vases of oranges.
The People for Innovation Reception was held at Highball & Harvest restaurant. The event showcased partners’ corporate social responsibility initiatives inside a modern, cyber-inspired space. The site included custom neon signage, a 12-foot wide LED dj booth façade and a “light painting” photo booth with instant and digital print-outs of their custom images.
Finally, Microsoft executed a complete takeover of Disney World’s Epcot theme park for the US Partner Celebration. The affair recognized Microsoft partners for their hard work and featured a projection of the Windows 10 logo on the site’s famous Spaceship Earth ball.
To create a seamless experience amid the conference’s three central locations, Microsoft employed several forms of technology. Partners received LED light-up wristbands before the show, which they used to gain entry to exclusive functions and access product information. The RFID wristbands also enabled attendees to actively participate in the grand finale Epcot fireworks show during the Partner Celebration.
The conference’s Social Command Center served as a digital headquarters and meet-up area for partners. The space included a screen that aggregated all social content mentioning WPC.
In addition, Microsoft strategically incorporated Audio Spotlight speakers into the design of the Lounge and Innovation events. The product aims sound downward to a single viewer, which allowed the brand to showcase partner-focused video content without background noise.
All the connectivity paid off. The conference tracked over 8,000 engagements and more than 4,000 check-ins and photo activities.