To emphasize its brand strategy of enhancing and improving consumer experiences, Oracle on June 25 hosted about 300 New York-based brand executives at its Experience Revolution special event. The event was a combination of cocktail hour, interactive product demos and informative, motivating talks by Oracle executives, including company president Mark Hurd and consumer experience gurus like author and internet icon Gary Vaynerchuck. The guests arrived at Gotham Hall in the Haier Building on Broadway at about 6 p.m. that Monday. At registration they were given a nametag and a credit card-sized identification card. The card was programmed with each attendee’s name and email address, which allowed the interactive stations to identify who was at each station to customize the experience.
Inside the vaulted, gothic oval-shaped main hall, the scents of the Risotto to order, custom Panini and slider stations, the clinking from the open bars and the rumble of conversation filled the space. The dimly lit room emphasized the constantly shifting Oracle graphics that displayed branding, customer experience stats and invitations to join the experience revolution. Brand ambassadors, labeled Agents of the Revolution, invited the guests to visit one of the eight Digital Interactive Gallery touchscreen kiosks. They explained how to activate the station by placing the identification card on the sensor and demonstrated how to navigate the menus by swiping and touching the buttons that activated the content (content designed by LBi, New York City). The content was organized into subject matter areas and Oracle brand experts, customers and vendors talked the viewer through each area via video testimonials. Since there was limited time and a ton of people waiting in line, attendees could simply tap a button on the screen to email the video to their personal accounts to watch later.
Once the speakers began, the screens went inactive, the bars closed and the attendees went over to one of the tables or grabbed a seat in the central audience area to listen to talks about how to create great customer experiences and how to leverage those experiences into relationships and sales. That one night won’t be all, however. Oracle will continue the experience at OpenWorld in San Francisco from Oct. 3 to 5 with the Customer Experience Summit.