Making the SpotMe mobile events app launch a real event.
SpotMe was launching their flagship mobile event app to the world at IMEX 2012 in Frankfurt, and I had just six weeks to create an experience platform and marketing campaign that would get it noticed and dramatically raise the bar on the competition. This was the very beginning of my long history with SpotMe and it was a moment in time I will always look back on fondly.
As part of a much larger marketing strategy, SpotMe's trade show booth and sales experience underlined the core promise of the brand by turning attendees into participants. The energy generated by the booth, and a community wall made from hundreds of iPads, was instrumental in creating buzz and inspiring people to spend time with the SpotMe team and learning about their services. This very tangible and human interaction has opened up a higher quality dialogue and relationship with potential clients and partners going forward. More than a trade show booth, it's a Meeting Spot.
SpotMe delivers services and technologies that inspire and enable attendee participation, collaboration and logistics for large conferences, meetings and events. They are based in Lausanne, Switzerland and have been the leading innovator in the meetings industry for over 12 years and 2000 events worldwide.
The Meeting Spot includes four key elements: an interactive Community Wall that invites visitors to be a part of the experience; a Living Room of custom designed furniture and fixtures that make people feel welcome; Personal Demos that are meaningful and conversational; and scheduled Booth Parties that engage people with spirited and relevant games.
The energy generated by the community wall was instrumental in creating buzz and inspiring people to spend time with our team and learning about our products. This very natural and human interaction has opened up a higher quality dialogue and relationship with potential clients and partners going forward.
> Press Release (PDF): The Meeting Spot
The Biggest iPad Wall in the World
I believe that SpotMe's trade show booth and sales experience should be less about us, and more about the people we want to help meet. My solution was to design a platform that was okay giving up control—inspiring people to leave their mark on a shared and meaningful experience. Using a large array of Apple iPads was not a gimmick. They offered an eye-catching and immersive backdrop that also conveyed the scale, innovation, and integrated technology SpotMe can bring to our customer's events. The SpotMe community wall was made up of 234 interactive iPads mounted on a self-supporting grid, powered only by each iPad's internal battery, and linked together with SpotMe's proprietary network of onsite and cloud-based servers. The wall and all the components of the booth have a modular design which can easily scale up or break down for transport.
The campaign and trade show experience was a big success for SpotMe. Amongst all competitors in our industry, we were the most noticed, talked about and photographed exhibit and product there. The energy and involvement that was created by the community wall was instrumental in generating buzz at the event, but more importantly, the wall underlined the core promise of the brand by celebrating the participants themselves. At IMEX 2012, SpotMe set a new benchmark for the event app industry and left little doubt about SpotMe being the most meaningful place (and way) to meet.
"Andy is a master of a lost art: he can take on a really hard problem (your brand experience) do the research, retire to figure it out and come back with great insight and ideas. Now take that, and throw in someone who can crunch out tons of work in no time: awesome visual design, photography, video, music, furniture design. You name it, Andy can do it - in the highest quality."
— Bänz Ledin, Founder & CEO, SpotMe