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Adobe Online Creative Festival

Creating a leader

The Adobe team in Australia and New Zealand was looking to create a branding and educational event that allowed participation from not only its traditional database but from a wider online community. The aim was to position the brand as a leader in creativity through technology, and enable engaging experiences.

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Objectives

• Interact with the audience
• Connect with customers
• Involve as many people as possible by having an online event (as opposed to an event in a physical location)
• Create an event that reflects Adobe brand values – i.e. to enable engaging experiences

Solutions

The Adobe Online Creative Festival was a mobile, digital and interactive event. Adobe Australia and New Zealand currently uses MassMedia’s Traction platform for all customer communications and data storage. This event was also fully managed by Traction, from the invitation communications to the event registration process. The new customer information was captured and updated on Adobe’s database.

On the day of the Online Creative Festival, registered attendees logged on to the site. They were presented with six different “festival areas” where they could choose to participate and interact. All online attendees had a personal avatar that was displayed in the simulated online tent, to represent how many people were present. All attendees could see each other, so were aware that there were other people in attendance at the same time.

The Adobe Master Class was a main feature of the event which included online presentations as well as an online vote to further audience participation. The presentation utilised Traction’s SMS voting capabilities, with results being displayed for live viewing online. Prizes were then awarded through the ‘Instant win” feature within Traction. It was an innovative way to engage with people and reward them with instant results in return.

Outcomes

Adobe created a successful event with no barriers. It was an engaging and entertaining way to position the Adobe brand and demonstrate its leadership in creativity and technology as well as connecting with a technically savvy and creative audience.

The Australian event was the first of its kind for Adobe, and there are plans to roll out similar events worldwide.

Results found that 931 hours in total were spent by visitors to the Adobe Online Creative Festival Site. Engagement times show that some users were deeply engaged; sometimes up to six hours in a session. There were two Adobe Online Creative Festivals in 2008, and in total well over 5000 people attended them.