Aruba, a Hewlett Packard Enterprise company, is one of RockIt Events’ clients and the agency previously managed Aruba’s annual customer and partner conference, Atmosphere. After COVID-19 hit, Aruba had two short months to shift their in-person conference to digital. RockIt Events acted as an extension of Aruba’s event team and led the in-person event cancelations, managed the pivot to digital, and ran the digital event logistics.
RockIt Events developed a virtual Atmosphere conference with live, simu-live, and on-demand content for thousands of global attendees. The virtual event featured a fully customized event platform as well as a mobile app with a Netflix-style look and feel. The event spanned from June to October of 2020 with strategic content releases over the course of 6 months.
One of Aruba’s biggest concerns was keeping attendees engaged in the virtual medium. To mitigate this, RockIt Events ensured there was personalized and professionally produced session content. The session content was leveraged to make key business announcements and to address hot topics including working safely from offices and security while working from home. They also infused interactive, entertaining elements including a comedic host (James Corden), lounges, guest speakers, a 3-D innovation zone, breakouts, partner sessions, training and certifications, live meetups, an interactive store, “just for fun” elements like live DJ’s, trivia, hot wing eating contests and more!
Aruba was also wary of meeting the expectations of their several thousand international attendees. To make the event truly global, RockIt Events facilitated localized events at times that were accommodating for the global attendees. They also implemented the translation of 75 of Atmosphere Digital’s 327 sessions into seven languages, such as Spanish, Korean, Mandarin/Simplified Chinese, and Thai.
As a result of these efforts, Atmosphere Digital was a huge success. Over 50,000 people registered to attend, and more than 25,000 attendees engaged with the event content on the first day alone. The overall event attendance increased by nearly 5 times compared to the in-person conference attendance.
RockIt Events also won several other awards for Atmosphere Digital 2020 including a Davey Gold Award for Best Experiential and Immersive Live Experience and two Davey Silver Awards, one for Best Event Mobile App and Website and another for Best Visual Appeal for a Website. In addition, Atmosphere Digital 2020 was honored with a Communicator Silver Award for Best Virtual Event and in Bizzabo’s Top 10 Well-Executed Virtual Events list.
RockIt Events is a boutique marketing and events agency located in Scotts Valley, California. The agency collaborates with clients on their goals and transform their vision into a fabulous reality. RockIt Events specializes in experiential marketing and many of their clients are technology corporations in Silicon Valley. Their services include hybrid events, in-person events, virtual events, project management, creative development, production, trade shows, and sponsorships.