Moving people from the opening. Yes, the human aspect, the emotion and surprise are so important in technology (in fact, perhaps even more so since the product is more technical than emotional). So the event started with… a quartet playing the Vivaldi Summer, an interpretation full of sensitivity in the middle of the stage, which according to Pedro, surprised and “gave goose bumps to the audience”. “We had already hired Leo Harlem several times, done dance shows… We were wondering how to change; Classical music was a great solution.”
Dogs at a conference? Yes, the brand has an internal campaign “building a legacy of good”, a program through which they want to help the community. So they organized this event without plastic (glass bottles, wooden cutlery, cardboard plates… it is increasingly clear that the hot topic in ecology issues is the fight against single-use plastic). Also during the event, the Eldevives Foundation had a stand where they promoted their campaign to protect children and distributed a book about child abuse. Another focus of the company’s CSR is the care of animals. So the NGO Abrazo Animal was present with a few dogs and their owners who explained the happiness that the dog brought them and encouraged people to adopt. “This caused a huge emotion about the attendees, and they appreciated it: these are things that surprise, that excite, that transmit very positive values about the brand” besides facilitating networking, relaxing attendees and creating a very positive atmosphere, says Pedro.
Play and relax. Yes, play, in the midst of so much technology: participants could race their cars on a Scalextrix race track (Dell is a sponsor of Mac Laren), and the winners took home a reproduction of a Mac Laren car. To relax, attendees could also enjoy a lounge area with long chairs (with immersive glasses, a chance to showcase the toys of the brand, and offer a more complete chill-out experience), as well as enjoy a massage room.
Actions by small groups. A strong trend in marketing is the fact of targeting very specific groups. Following this logic, Dell assembled the “women in technology” lunch, with seven managers and the CEO of the company talking about diversity and inclusion, with an audience of 200 people in cabaret. There were also lectures throughout the day in four parallel rooms, a specific event for managers and a final party was held.
The perfect occasion to make noise. The event is a great moment of communication in itself but above all, “it is the excuse for a great communication campaign”: the brand occupies the entire tech scene during these days, takes the opportunity to conduct many interviews with media, is active on social networks (1,600 tweets) and the event was trending topic in Spain for 25 minutes. The event is not a “here and now”, but a platform to take advantage of for a whole communication plan. Seize it!