Atmosphere Digital 2021 Conference
Category: Virtual Event
Creative Agency: RockIt Events LLC, www.rockitevents.net
Production Agencies: CXApp, an Inpixon company, www.thecxapp.com; GJS Media Productions Inc., www.gjsmedia.com

Prior to the pandemic, Aruba Networks Inc., a Hewlett Packard Enterprise company, hosted an in-person event called Atmosphere that brought more than 3,500 of its customers, partners, prospects, and employees together for educational sessions, demos, and networking opportunities. But less than 20 days before Atmosphere 2020 was set to begin at Caesars Forum Las Vegas, the company cancelled the event due to COVID-19. A virtual version, dubbed Atmosphere Digital 2020, launched in June of that year and attracted 22,000 attendees.

Coming off the success of its maiden virtual voyage – and realizing that COVID-related event cancellations were likely to continue well into 2022 – Aruba made the call to double down on its digital strategy with Atmosphere Digital 2021. The event maintained a Netflix-style interface, truncated 30- to 40-minute sessions, virtual product demos (courtesy of Kaon Interactive), and a celebrity host. Live DJs, dance performances, cooking classes, photography tutorials, an "arubacade" gamification zone created by NextBee, and even a thrilling simulated flight experience peppered the agenda.

The redeployed virtual strategy, along with up-leveled engagement opportunities, spurred a more than 10-percent increase in registrations and a 20-percent increase in actual attendance, including more than 25,000 engagements with event content within just 24 hours of the platform going live.

Mercedes-Benz Fashion Week Russia
Category: Media Event
Creative/Production Agency: LLC Group Artefact (dba Artefact Group)

During any normal year, Mercedes-Benz Fashion Week Russia (MBFW) is what one would expect of any world-class fashion fete: a crowded calendar of runway shows, hordes of well-heeled influencers and press clamoring for a glimpse of passing models or a coveted front-row seat, and loads of chic after parties. However, COVID still cast an ominous cloud over the 2021 event scheduled for mid-April. Knowing that a sizable percentage of the global audience wouldn't be able or willing to board international flights, marketers sought a way to bring the glamour and excitement to their screens.

To that end, LLC Group Artefact (dba Artefact Group), the agency behind MBFW, created a unified schedule of livestream broadcasts of catwalk shows taking place in nine different venues in seven Russian cities and Milan, along with video presentations from designers in 18 other countries. The livestreams were integrated into more than 120 Russian and international fashion-media websites, Facebook, YouTube, and TikTok. TikTok was also leveraged for the MBFW Russia Reality Show, which featured fashion content presented by top bloggers, influencers, celebrities, and journalists. Meanwhile, a bilingual digital platform offered up online gaming, a downloadable mood board-making guide, fashion films, designer playlists, and more. "This was a master class in producing a hybrid event," said one Corporate Event Awards judge. "I love the creativity and out-of-the-box thinking."

Executive Connect 2021
Category: C-Level/VIP Event
Creative Agency: National Instruments Corp. (dba NI), www.ni.com
Production Agency: GDS Group Ltd., www.gdsgroup.com

Like most companies, National Instruments Corp. was forced to pivot from live, in-person events to online alternatives. But unlike most companies, NI not only managed to host a substantive and engaging virtual event, but also to build on that success, generating a 19-percent year-over-year increase in attendance. A big part of that success was, of course, a solid initial event. Executive Connect 2020 brought together more than 40 invited guests who attended one of three iterations, each scheduled to accommodate attendees from the Americas, Europe, and Asia. Deployed on Zoom with no advanced staging or production, the keynote address, breakout sessions, and closing remarks held virtual guests' attention for an average of 75 minutes – no small feat.

Seeking to increase attendance and extend engage-ment, Executive Connect 2021 boasted a professional moderator on a physical stage in Bristol, UK, as well as a virtual stage for other presenters. The run of show also included Q&A time with NI executives. And, in response to feedback from international attendees, live translation was available in Chinese, Korean, and Japanese.

Additionally, NI tempted attendees with a Global Gifts Portal that allowed them to select virtual swag in the form of e-gift vouchers redeemable at retail stores, restaurants, spas, and more. All of NI's upgrades paid off in the form of a 40-percent increase in average engagement time and attendance that exceeded objectives by 28 percent.