Adobe Summit returns with digital and live experiences

Adobe hosted its annual Summit for digital marketers across the UK and Europe at London's ICC Excel this week (April 29-30).

Adobe Summit 2015 ran from 29-30 April at ICC Excel London
Adobe Summit 2015 ran from 29-30 April at ICC Excel London

The Adobe event saw executives from brands including Shell, Renault, Argos and Adidas share their marketing insights, meanwhile Benedict Cumberbatch of TV series Sherlock, physicist and broadcaster Brian Cox and TV presenter Claudia Winkleman delivered keynote speeches. 

Adobe delivered a range of tech experiences during the two-day event. There was Summit TV, a channel unique to the event that featured live interviews with top executives. A live streaming service enabled delegates to view sessions they may have missed.

There was also the Summit mobile app, which delegates could use to register for and rate sessions, interact with speakers, view conference maps and more.

John Watton, senior marketing manager at Adobe told Event: "We stream all of our sessions and the best part of 2,000 people tune in to Summit TV for the live interviews.

"We are always trying to get the audience to interact with social, too. [On Twitter] we have developed a game where people navigate around a virtual world and unlock bits of content from the event – these are all of the good quotes from the sessions that the social team aggregates. It means people get extra value from the event, and they can win prizes," he explained.

Attendees were able to experience the brand in the digital realm, as well as in the offline world.

The executive lounge on the second floor of the Summit was complete with a large wisteria tree, as well as more than 100 green hedges and a series of large potted plants. 

Russell Bennett of event organiser Taylor Bennett said the lounge is an experience in itself. "People come from a buzzing live event and then they enter an oasis of calm – I don’t think people are expecting to walk into a garden oasis at a trade show."

During the event eight Adobe Summit branded Tesla cars were used to transport executives around, meanwhile the themed Summit Celebration, which was headlined by the band Bastille, enabled delegates to experience the Adobe brand in a new light.

"It was a ‘high life’ theme – the idea was that we were elevating everyone up onto a city top. They walked in over a bridge with an LED screen that displayed a a bustling metropolis beneath," Bennett explained. 

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