Google approached us with a challenge: How can we become the most influential brand and reach 60,000 of the world's top managers in mobile digital development during the world's largest trade fair Mobile World Congress (MWC) in Barcelona? Google wanted to "own" the fair, and since they weren’t sponsoring that year, it was a particularly challenging task.
When you are at a trade fair abroad, you usually don’t know what places to visit, especially around town our of the congress area. You worry about missing the events, fun parties and all the important people you want to have a chat with.
The creative output:
We launched an app for Google, the "Heat MWC” which allows MWC attendees to identify the hottest popular spots at the event and around town - and connect to fellow delegates. The app helped delegates to connect in a fun and innovative way whilst inspiring businesses to appreciate the power of mobile.
The app users were able to see in real-time heat map where people went; which keynote, stand, event or bar that attracted the most delegates. The most popular and interesting places were shown in red on the heat map. Users could filter as they wanted to; if they wanted to see everybody, only users of a certain mobile platform or people from different countries. And when you found an interesting new contact, by bumping your phones together you instantly exchanged personal details and pave the way for future business.
Google's objectives were smashed by far. 20 percent of the congress visitors, 10,638 people, downloaded the app and the average usage was over 30 hours during the fair's four days. The app was especially popular in the evenings when it was time to look for the best bars with all the important people.
Jung von Matt Sweden was the first external partner to create a technology platform branded by Google. Since then, the technique has been used in several other major events, such as the Cannes Festival.