The cloud computing, data storage and virtualization market is built on speed and flexibility, so when EMC asked us to handle the global launch of their new mid-market cloud platform, our mission was to create a series of experiences that drove home how fast and powerful that platform really is – while capturing engagement data all along.

The solution? We leveraged EMC’s sponsorship of the Lotus F1 team to develop Speed to Lead – an integrated campaign launched at a special VIP event in Milan, Italy hosted by EMC President David Goulden and streamed to 13 partner locations worldwide. The strategy was to blend physical and digital F1 experiences, using gamification, augmented reality and social media to unite attendees globally.

With the Pit Crew Challenge, attendees competed globally in a hands-on race to tune-up Italian Grand Prix vehicles, their times projected on a live leaderboard. In between challenges, apps and games we created encourage attendees to play, pushing scores and designs to social media.

In cities across the globe, customers, partners and employees were engaged and educated about EMC’s new product and service offerings, further positioning EMC as a market leader and innovator while speeding adoption of EMC cloud and storage solutions.