Event Marketer Summer 2023 - 104

BEST REIMAGINATION OF AN EVENT
GOLD WINNER
The RSA Conference for the cybersecurity industry, which returned to in-person at Moscone Center in San
Francisco, took inspiration from the unconference with The Sandbox experience, seven zones that offered
dozens of interactive experiences including opportunities for peer-to-peer learning and for attendees to test
their cybersecurity skills-and learn new ones.
The Sandbox leveraged a range of technologies to control access, create presentation spotlights, establish
environments for each themed area and measure engagement. Access control and post-opinion surveys were
part of the conference's integrated RainFocus technology platform. There were also social activities such as
CyBER Ops, a craft beer tasting event. And since cybersecurity is based on connected devices and networks,
each area held a " beginner " Capture the Flag exercise, gamified learning that taught attendees how to search
for vulnerabilities.
The nearly 4,800 attendees also enjoyed the Sandbox stage, which featured three rapid-fire talks, live demos
and an audience Q&A session with the presenters. The team exceeded internal attendance projections by 8
percent, and the Sandbox experience scored a 4.37 (above the " 4 " average rating considered a success).
SILVER WINNER
CAMPAIGN: Redefine 2022
CLIENT: Supportworks
PARTNER: In-house
Supportworks' Redefine conference helps concrete-repair dealers forge
new relationships, renew old ones and acquaint themselves with emerging
industry trends and best practices. For its return to in-person, the team
upped the ante for the 830 in attendance at the CHI Health Center in Omaha,
NE, with an adult bounce house; a classic crane featuring branded swag; a
tech lab for hands-on demos; a late-night pizza cart for last-minute chats
with the keynote speaker; therapy dog cuddles; and inflatable seating. The
show received a solid 95-percent rating.
BEST ROAD SHOW
Providing tangible training for small businesses, the Meta Small Business Studios show was a one-stop
experience that showcased Meta at the forefront of support. Traveling to Detroit, Columbus, Kansas City,
Austin and San Diego, for a total target of 2,000 attendees, the program was designed to educate attendees
on Meta products, show off tools to grow business and create opportunities for them to network with industry
leaders.
The program featured workshops on tools like Instagram Reels, analytics and digital marketing; panels and
keynotes featuring community leaders, entrepreneurs and experts in the field; an interactive photo studio; the
always-on support bar (a rare chance for businesses to sit down with platform gurus and discover new features
to grow their operation); a demo zone on Meta Quest VR; and localized networking hours that brought
minority and LGBTQ+ business owners together.
Ultimately, the devil was in the details, from the mix of textured woods and metals, and dichroic film that
offered a touch of color, to the sustainability measures that helped the event score a solid " Green " rating. As
one attendee proclaimed: " I feel like I just graduated college without the student loans. "
SILVER WINNER
CAMPAIGN: Ibotta Performance
Network HQ Road Show
CLIENT: Ibotta
PARTNER: Blue Pixel
Ibotta's 11-state road show, which targeted 14 CPG brands and one large
retailer, was designed to give its salesforce a marketing tool to secure
meetings with key decision-makers over the brand's new marketing solution-
Ibotta Performance Network. Each stop featured a local food truck and free
lunch for office employees, as well as branded swag. VIPs received pre-event
mailings and special invitations to attend-their distinct badges made it easier
for sales reps to engage with them. There was music and trivia, too. What
sales pitch?
104 EVENT MARKETER SUMMER 2023
BRONZE WINNER
CAMPAIGN: Shopify Unite
Road Show
CLIENT: Shopify
PARTNER: FIRST Agency
Shopify's Unite 2022, a flagship road show comprising two-day events in three
continents where new and established developers came to network and learn
about Shopify products, took place in London, Toronto and Melbourne in airy
locations. Each stop featured local F&B and sustainable serving materials,
localized sizzle reels, breakout sessions, exhibitor areas, lounges for networking
and working, and video and carnival-style games that provided fun ways for
attendees to interact with each other. All three events reached their 350-person
capacities.
eventmarketer.com
BRONZE WINNER
CAMPAIGN: The Rings of Power
Global Premiere
CLIENT: Prime Video
PARTNER: AGENC
Prime Video redefined the red-carpet experience by transforming venues into
different facets of J.R.R. Tolkien's Middle Earth. Premiere experiences took
place in Los Angeles, Mexico City, Mumbai and London for the finale, where
the team transformed Leicester Square into a sea of lush vegetation with
rivers, mountains, winding forest paths and 40-foot-tall Elvin towers. Drone
shows also lit up the skies to drive even more buzz, helping to inspire a global
viewership of 100 million for season one, making it the brand's top original
series in 250 countries.
GOLD WINNER
CAMPAIGN: Meta Small Business
Studios
CLIENT: Meta
PARTNER: Factory 360
CAMPAIGN: The Sandbox
CLIENT: RSA Conference
PARTNER: Nth Degree Events
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Event Marketer Summer 2023

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