For the Mobile World Congress, IBM set out to be thee asset of utility and became a digital pop-up provider of real-time transportation and real-time content.
A custom, mobile, Content Management System (CMS) was designed and developed to virtually fit in the back of your pocket. With the capability to handle real-time social content from Twitter and Instagram, live datagram creation, live trending topics powered by Foursquare, and a variety of other custom modules all being pushed to a globally accessed microsite feed and 3 digital Kiosks placed around Barcelona. From this CMS, content could be pushed from anywhere, to everywhere with a single touch of a button. It allowed a core team of 6, crazy, sleepless people (including myself) to cover every event in Barcelona to bring the most up-to-the-second information revolving around the event, live, around the clock.
In addition to the CMS, 4 luxury, tour-grade busses were wrapped and dedicated to 4 unique bus routes for both day and night (8 total), conveniently looping around patron hotel destinations during the day, and popular nightlife areas in the evenings. Each bus was equipped with a real-time tweet mechanism. This allowed for an up-to-the-second location information pushed to the Twitter feed, the Microsite, Google Map API and the bus kiosks, all at the same time. Overall look and feel for this execution was designed by Juliane Hadem.
New Channel Creation
Mobile Sites and Apps
Best Visual Design, Function
Direct Marketing Association
Ambient / Guerilla Marketing
Public Relations/ Business-to-Business/ Brand Development