The Business Issue
As a leading brand with a number of high-profile global product launches to announce, including the new Lumia 640 and 640XL, Microsoft Mobile were looking for a dynamic way to differentiate themselves at The GSMA Mobile World Congress 2015.
Described as the ‘world’s greatest mobile event’ with a staggering 1800 exhibitors and 90,000 attendees, Microsoft Mobile were keen to ensure all eyes were on their extensive exhibition space in an over-crowded environment, where companies are all communicating similar announcements in the same way.
With a global brand following, they also required a central destination within their online brand space from which they could amplify their attendance at MWC 2015 to the world, engaging their communities of advocates and followers with the latest news, highlights and happenings.
StoryStream’s latest product, the LiveMosaic, was integral to Microsoft Mobile’s exhibition space. It took centre stage on stand projected around a full size hot air balloon and captured the attention of attendees and social communities with spectacular effect. Using a dynamic tile layout, the LiveMosaic showcased the very best brand and user generated social content in a dedicated MWC15 digital story curated by StoryStream for Microsoft Mobile, capturing the buzz from the exhibition and commentary from around the globe.
This was supported with StoryStream LiveScreen displays in each of their 30 meetings rooms ensuring the Microsoft Mobile MWC15 digital story could be viewed by visitors to the stand in all areas of the exhibition and meeting spaces.
A StoryStream LiveHub was also integrated into the Lumia Conversations Blog giving followers that couldn’t attend in person the opportunity to follow the action from the event, as it unfolded in real-time.
Microsoft Mobile were able to successfully celebrate and share the MWC15 live event experience with a worldwide audience, capturing positive sentiment from brand advocates, exhibition attendees and social commentators on the stand in a stunning visual display that stopped people in their tracks and proved pivotal to the Microsoft brand experience.
The end result? StoryStream product integration into their event strategy proved overwhelmingly popular with Microsoft Mobile staff, fans and the general public and increased awareness on a local and global level.