SAN FRANCISCO, CA -- April 20, 2007
To promote the first-ever Web 2.0 Expo, Traction designed an elaborate and immersive brand experience. The campaign simply stated, "Web 2.0 is ______," implying that whatever Web 2.0 means to you, it is most definitely here--at this moment in history and at this great event. Buzz building efforts targeted industry luminaries. Direct mail and email fueled registrations. Outdoor, print and online advertising continued to build awareness. Signage, collateral and the website for the Expo were all tightly integrated with the campaign. We even produced "user-generated t-shirts" that attendees could customize themselves. All objectives were met--and surpassed. Attendance blew away expectations with 12,000 advance registrations. The Expo was a virtual frenzy of excitement and it set the stage for an enduring franchise. Additional conferences in Tokyo and Berlin under the Web 2.0 Expo brand were announced in the days following the event. Stacy O'Connell, VP of Marketing for CMP Media was exuberant, "We brought in Traction to create an ad campaign for a new event and attract 5,000 attendees. What we got was a concept that was integrated into the very fabric of the event that helped us pre-register more than 12,000 people! Clearly, we were delighted with their work."
