Design Case Study: The Lenovo Channel Summit 2021: A Tale of Virtual Event Crafting in The Middle of a Pandemic
Translating Vision into Virtual Reality with Groundbreaking Digital Solutions: The Lenovo Channel Summit 2021 Virtual Extravaganza Amidst the Pandemic. The Story of How We Tackled This Challenge with Grupo MM Eventos in São Paulo, Brazil.
Every year, Lenovo hosts its Channel Summit, gathering all its collaborators from different channels, charting new paths for the coming year, discussing the results already achieved, and recognising those who stood out. These events are crucial for Lenovo in building and maintaining relationships with its channel partners, who play a significant role in the company’s distribution and sales network.
The Challenge
Lenovo’s annual Channel Summit, a key event in their calendar, faced a unique challenge in 2021: it had to go virtual because of COVID-19. The task? Creating an online event more engaging and dynamic than any physical one. The objective was ambitious: transcend traditional event boundaries and create an unforgettable virtual experience for their tech-savvy audience.
We were challenged to deliver a unique event for the audience, complete with services such as studio rental for event broadcasting, digital scenography, audio-visual, several broadcasting tools, food and beverages for the present speakers, COVID testing for everyone in the studio, creation of invitations and all kinds of digital and physical brochures, guest management system, t-shirts for the speakers, trophies, master of ceremonies, a music concert at the end, gifts and vouchers for the guests, and support material for remote presentations.
The Concept
The theme was speed and technology, inspired by the speed at which major urban commercial centres operate and all the technology involved to ensure they never stop. We wanted to portray this feeling in every aspect of the event, using the colours and shapes from Lenovo’s brand book, which includes designs for computers used in NASA’s space missions.
The Solution
We developed a customised platform for Lenovo, far from your standard Zoom or Teams meeting. This platform was a virtual exhibition space, showcasing Lenovo's products and solutions. We integrated 2D and 3D environments to make the experience completely immersive. Real-time tracking technology was a game-changer. It allowed us to create virtual scenarios where participants could interact as if they were physically present. This tech wasn't just for show; it made the event more engaging and interactive. This set of technologies ensured that Lenovo’s event was focused on innovation, introducing tons of differentials and experiences for the guests. We also ran a live stream to recognise and award partners.
The Experience
The event kicked off with a bang. The master of ceremonies, Marcos Cabelo, made a grand entrance, complete with a fun choreographed performance. As the event unfolded, participants could navigate through the virtual space, experiencing the sound of footsteps, the buzz of people, and a 360-degree view, just like being at a physical event.
One of the highlights was the use of augmented reality for the award ceremony. It was not just about announcing winners; it was about bringing a sense of reality to the virtual world. Each winner’s trophy appeared virtually on stage, and behind it, a photo of the winner holding the actual trophy.
Participants who engaged with the content and took part in quizzes on the gamified platform accumulated points, ranking them for potential rewards and prize draws at the day’s end. The more actively they engaged and consumed the platform’s content, the more points they earned, increasing their chances to win prizes like backpacks, notebooks, and cell phones. Throughout the event, the master of ceremonies actively interacted with online attendees, introducing videos and inviting Lenovo’s directors to speak.
The Impact
The event was a hit. We had over 1,100 registrants, with a peak of 533 people watching live. The platform saw 1,890 quiz interactions and over 28,000 interactions overall. The chat was buzzing with positive feedback. This wasn’t just another online event; it was a testament to how virtual events can be just as impactful as physical ones.
The Recognition
The success of the event went beyond numbers. It was recognised globally within Lenovo for its excellence and innovation. More importantly, it was a fully virtual event, reducing the environmental impact by eliminating the need for physical materials.
Reflections
The client shared their joy on Instagram, a personal touch in the digital age. They spoke of being lifted off their chair in excitement, a testament to the event’s success and its impact on them personally.
Technology Summary
Real-Time Tracking Technology: This technology, often used in high-end film production, allows for the integration of virtual elements into live footage. It’s like the technology used in blockbuster movies to create seamless visual effects but applied in a live event setting.
Augmented Reality (AR) for Awards: AR is the same technology that powers popular apps like Pokémon GO. In the context of the Lenovo event, it was used to virtually present trophies, creating an interactive and immersive experience that blended the digital and physical worlds.
3D Virtual Environments: These environments are similar to what you’d find in video games. They provide an immersive experience that can make virtual events feel more like physical spaces, allowing attendees to explore digital booths and interact with the environment.
Gamification Elements: Incorporating game-like elements in the event platform is akin to strategies used in educational and training programs to boost engagement and learning. It turns participation into a more interactive and enjoyable experience.
Customised Digital Platform: The creation of a bespoke platform for the event is reminiscent of how tech companies create unique software solutions tailored to specific needs. This approach ensures a unique user experience, tailored specifically to the event’s goals and audience.
