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Case Study: Immersive Brand Activation

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Challenge

Through its strategic partnership with Deutsche Telekom, RingCentral had the opportunity to sponsor a venue at DigitalX — a citywide technology event held across Cologne. The challenge was to transform this venue into a high-impact, on-brand space that would drive engagement with Deutsche Telekom sales reps and prospective RingCentral customers, elevate brand perception and enable sales conversations.

Strategy

To turn an empty venue into an immersive brand experience, I worked with our local Product Marketing Manager in Germany to contract a local events agency who would co-develop a series of experiential concepts tailored to our objectives. I connected with the internal creative team and events management team to source their input on the project. I led the on-brand messaging for the creative assets, and the internal team produced the digital designs required to complement the experiential setup in the venue.

To amplify reach and drive awareness before and during the event, I coordinated with our media agency to buy targeted ad placements and worked with internal teams to produce a suite of organic and paid social content. I used my external agency to create the ad collateral that was consistent with brand messaging and specifically adapted for this event.

The collaboration allowed me to publish pre-event teasers, live content on the ground, and real-time updates to maximise visibility and engagement around the event.

Execution

Together, we transformed an empty kebab shop into a fully branded wild west ranch — an eye-catching, immersive space that drew attendees in. The activation included custom signage, interactive spaces, and a staffed demo zone. Every detail was curated to maximise footfall, drive brand visibility and support real conversations. RingCentral Solutions Engineers were on-site to deliver live product demos and answer questions from Deutsche Telekom sales reps and end-user prospects.

I led cross-functional collaboration between product marketing, creative, events, media, and social teams to ensure a seamless and fully aligned execution. My USD $50k budget stretched to cover full design, delivery, space transformation, social media content production and digital ad placement.

Results

  • The activation significantly exceeded expectations for footfall and dwell time. The feedback from RingCentral's own local Solutions Engineers reported highly engaged conversations and a level of interest they had not before experienced with partner representatives.

  • In total, Solutions Engineers delivered 36 demos over the two days, live on-site to Deutsche Telekom salespeople and prospects, directly supporting enablement efforts.

  • RingCentral achieved a clear uplift in mentions and engagement across social media platforms as a result of the event. The event also significantly contributed to RingCentral's brand consideration increasing by 100% from 2021 to 2022.