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Cloud Expo Europe is one of the largest dedicated cloud events in the world, featuring two days of conference and exhibition at ExCel London. CenturyLink was a platinum sponsor of the 2015 event, and had a presence through a stand and speaker slots.
Firefly was enlisted to assist with CenturyLink’s PR activities, including analyst and media briefings, social media – and video. Videos are an increasingly popular form of communication in PR and can be used across multiple marketing channels.
Firefly’s challenge was to film, edit, attain corporate sign off in the US, and publish five videos with CenturyLink spokespeople and partners before the event culminated and the content became dated.
Firefly created a project plan for interviews and logistics in order to ensure the videos could be published on time. Interview questions were pre-planned, timeslots for each interviewee arranged, and all equipment organised to ensure no time was lost in organisation. Firefly also worked closely with the CenturyLink Corporate team in the US to ensure timeous approvals.
Firefly representatives attended Cloud Expo Europe and filmed interviews with CenturyLink spokespeople and three partner companies: Dell, Intermedia and NetApp. Following the final 3pm interview, Firefly returned to the office with the goal of editing and producing five succinct, polished interview videos by 8pm.
All the videos were quickly approved and uploaded for the second day of Cloud Expo. CenturyLink was the only exhibitor to produce video material during the event.
The videos were promoted across social media by staff, event organisers and partners alike; CenturyLink employs a social sharing platform to mobilise employees to help amplify content.
Following the publishing of the five videos and amplification on Twitter, the CenturyLink EMEA Twitter handle impressions increased tenfold during the two days of Cloud Expo Europe.
Importantly, the Cloud Expo served as an engaging and innovative complement to Firefly’s other output around Cloud Expo Europe, including coverage as a result of analyst briefings, media interviews and social media, to ensure the execution of a well-integrated campaign and that CenturyLink could leverage its participation in the expo.
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