For cloud computing company Rackspace UK (@rackspaceUK), VMworld is a key event. It’s an opportunity to strengthen relationships with partners, increase brand awareness, and drive new business.
At VMworld 2018, @rackspaceUK focused on engaging the IT decision-makers in attendance. Its key message: @rackspaceUK is a leader in managed cloud technology, with cloud expertise.
For its exhibit stand, the brand created an interactive social vending machine where attendees could upload and share photos on social media. By using the relevant hashtag with their photos, they could win prizes.
With Twitter’s ability to capture in-the-moment activity and encourage real-time responses, @rackspaceUK recognised it as a critical platform during VMworld. @rackspaceUK used Promoted Tweets to encourage attendees to visit its #VMworld social vending machine. From there, the brand’s cloud experts were able to initiate conversations for follow-up.
To reach its niche audience of IT decision-makers, @rackspaceUK used Twitter’s event and contextual keyword targeting. The brand then used A/B testing to optimise its copy for engagement.