Domo “Heaven” in Austin
Challenge:
Domo wanted to make a bold impression during its largest competitor’s annual user conference in Austin. The objective was to capture the attention of conference attendees, create meaningful engagement opportunities, and position Domo as a compelling alternative by connecting directly with prospective customers throughout the four-day event.
Approach:
We developed a disruptive “Heaven and Hell” themed activation designed to stand out from the traditional conference experience. By combining entertainment, networking, surprise moments, and immersive brand experiences, we created an unforgettable presence that attracted attendees, sparked conversation, and drove engagement throughout the event.
Execution:
- Heaven and Hell Campaign Concept: Created a bold, creative platform that differentiated Domo from the conference environment and generated curiosity among attendees.
- Networking Lounge: Established a dedicated space where attendees could relax, connect with peers, and learn more about Domo in a welcoming environment.
- Headline Entertainment Events: Produced two large-scale evening parties featuring live performances by Flo Rida and Snoop Dogg, creating highly anticipated experiences throughout the conference week.
- Street-Level Activation: Deployed professional parkour performers throughout key conference areas, generating surprise interactions and drawing attention to the campaign.
- Bar Takeover: Transformed a popular local venue into a branded Domo experience, extending engagement beyond the conference footprint.
- Flash Mob Experience: Coordinated a 200-person flash mob that created a memorable spectacle and generated significant attendance buzz and social sharing.
- Integrated Brand Presence: Maintained a consistent and visible presence throughout Austin, ensuring attendees encountered the Domo brand across multiple touchpoints during the four-day activation.
Impact:
The activation became one of the most talked-about experiences of the conference week. Attendees enthusiastically engaged with the events, entertainment, and branded experiences, resulting in strong participation, extensive word-of-mouth buzz, and meaningful conversations with prospective customers. The campaign successfully elevated Domo’s visibility, generated positive brand sentiment, and demonstrated the power of experiential marketing to break through a highly competitive environment.
