Google Cloud Next Showcase

The Who, What, Why

After Google rebranded it's enterprise cloud marketing efforts under the new brand, Google Cloud, the organization sought to make a splash by hosting its first-ever owned conference for 15,000 attendees, Next.

We helped differentiate Google Cloud Next from other enterprise conferences by designing a unique expo experience in the style of a science museum for adults. Breaking free from the paradigm of traditional trade show floors, we designed interactive, gamified exhibits where attendees learned, hands-on, the power of Google Cloud technologies.

Attendees shot hoops in a real life basketball court in order to learn how the NCAA uses machine learning to improve its data analytics, and played tangrams to learn about the mechanics of migrating a monolithic application, along with many other fun and playful activities.

At each exhibit, attendees could scan their badges to learn more info, and were sent email collateral about the respective products. We then funneled data about attendee interest areas into sales activation tools. We also created live to tape video content about the exhibits that were live streamed to the owned YouTube channel to increase reach and live on permanently as part of NextOnAir web content.

As a result, the conference won the Event Marketer Ex Award for "Best B2B Environment."

Live Activation

NextOnAir Web Content

It takes a village: Google Events & Experiences, Google Cloud Marketing, Sparks Exhibits & Experiences