For the past four years, we have collaborated with NetApp, Inc., a member of the NASDAQ-100 and American computer storage and data management company, to produce a variety of events including incentive travel, event management, executive dinners and product launches.
In 2015, NetApp partnered with Cisco to develop the FlexPod, a pre-tested and proven data storage solution. The FlexPod combines networking and computing into a shared infrastructure that supports many applications and workloads to help their customers’ transitions to the cloud quicker and more accessible. NetApp and Cisco named CDW a designated FlexPod Premium Partner.
On June 18th, we produced a day of International FlexPod Launch Events. Eight CDW corporate offices across the United States and Canada were transformed into FlexPod headquarters, where the traditional CDW red was overrun with FlexPod branding. The launch day culminated with a VIP event at the Millennium Park Rooftop in Chicago. The outdoor venue offered stunning views of the city and of Millennium Park, which was perfectly suited for our interactive marketing strategies and unique brand activation ideas for this event.
One of our goals was to create a space that illustrated the FlexPod’s look, feel and meaning so that the guests were constantly engaged with the product. The “Cloud” technology was incorporated throughout the event, specifically in the décor and the menu, which was themed “Cuisine In The Clouds,” and featured a billowing, dry ice, blue margarita upon guest arrival.
FlexPod logo and branding elements were integrated throughout all elements of the event, including decor chandeliers, lighting, furniture groupings, cocktail napkins, host t-shirts, stirrers and balloons, creating a near-saturation of the new product in a way befitting its successful, long-awaited launch.
The outdoor terrace was dominated by a multi-level, three-dimensional chalk art installation. We commissioned an artist to create this custom, one-of-a-kind installation, featuring the FlexPod as the focal piece. Guests were welcomed to interact with the art, creating a unique perspective to the new campaign. The main tent was highlighted by a large, central FlexPod branded bar, featuring a full-size replica of the Stanley Cup, as the event shared both the date and the locale with the Chicago Blackhawks’ Stanley Cup Championship Parade and Rally. The event concluded with a surprise performance by Grace Potter.
To properly capture the larger footprint and longer tail that NetApp was looking for with the unique brand activation, we created a sizzle reel video of the day-long celebration to share with partners and prospects.