With its upcoming London event set to attract more than 6,000 marketing and IT professionals, Adobe Summit (@AdobeSummit) wanted to enhance the event experience for participants and drive engagement in the room, whilst also boosting the wider conversation online.
Using 25 years of digital advertising as a hook, @AdobeSummit launched an innovative Twitter campaign to take London Summit event participants back to the 1990s — and the days of the first ever banner ad.
An interactive conversational ad showing a short-form video of a typical ’90s office asked Twitter audiences to go on a mission to #Escapethe90s, giving them the option to respond using one of three hashtags to start their journey.
A series of automated responses then took participants along their own tailored journeys, as they were asked to navigate their way through different work-related scenarios based on their hashtag choices. If they chose incorrectly, they were asked a ’90s-inspired question to get them back on the right track.
@AdobeSummit also shared other London Summit assets to boost interactivity and engagement, including calls to action to watch the event live stream and read a blog on 25 years of digital advertising.