Objectives

A global healthcare client typically hosts its annual EMEA marketing meeting in person. For the 2020 meeting, they asked American Express GBT Meetings & Events for help to transform the event into an interactive, virtual experience. Taking place across a five-day period, the event needed to encourage innovation sharing among the 450 marketers attending from 10 business units.

American Express GBT Meetings & Events delivered a full end-to-end solution for the healthcare client from a dedicated identity to on-demand post-event video content. To go beyond a standard webinar, Meetings & Events secured a fully immersive and secure web platform to give attendees a 3D virtual experience similar to a live event whilst also providing a level of gamification. The Meetings & Events team created a unique identity for the event, including a new logo and full branding

On arrival to the event, attendees were welcomed into a virtual lobby where they were able to access the four live simultaneous plenary sessions and a 3D exhibition area where they could interact with the fully branded booths via video chat. To make sure each session was delivered smoothly, Meetings & Events delivered speaker training and management for the 30 remote speakers. In response to the clients wish for attendees to be able to have open discussions, the Meetings & Events team created a “Networking Café” designed to be a space where, outside of the plenary sessions, attendees could join an open conference integrated into the platform and open chat links for 1:1 sessions.

The event achieved phenomenal results. The meeting website received 3,901 visits across the event period, with 446 unique visitors attending out of the 475 registered attendees. An impressive 3,577 hours of live content was viewed on the site equal to eight hours of viewing time per visitor. Attendees were highly engaged throughout with 545 polls completed across the four plenary sessions and 3 hours spent on average in the networking rooms.