INSIDE STORY — EVENT ACTIVATION

Assembled to capitalize on the Internet of Things opportunity, Smart IoT Solutions needed an integrated campaign to maximize its presence at Cisco Live — an IT industry conference designed to connect 30,000 top Cisco partners (resellers of information technology products and/or services) with technology innovators (Smart IoT Solutions). This case study highlights my efforts insofar creative direction, branding, messaging platform, social media engagement and lead generation, ultimately leading in partner recruitment.

Anchored by compelling messaging on a well-branded booth, the mantra "Follow the Data" served as a launchpad for creating buzz with prospective partners; the more touchpoints along the IoT chain on which information flows, the more revenue generating opportunities for partners.

This Internet of Things brand-launch video served as an anchor throughout all campaigns touch points.

Aimed at keeping audiences informed and engaged before, during and after the conference, we developed the above social media strategy and timeline. Posts drove traffic to our digital hub with the aim of setting face-to-face consultations at the conference. Both organic and paid routes were utilized.

Grounding the mantra "Follow the Data" in reality, we created a smart city model to visualize how data from key industry sectors could be transformed into real-world business outcomes. A high-speed train acted as an attention-calling device and a digital monitor displayed data gathered from smart sensors installed along the model.

In addition to social media, I designed an aggressive digital campaign centered around setting IoT practice consultations at the conference. A gated, downloadable "IoT Practice Kick-Starter Checklist" was developed and publicized as a lead generation tactic to attract potential partners.