• 11K attendee conference had to shift due to the pandemic
  • We had 6 weeks to produce an all-new digital experience
  • 24 “brain breaks” videos produced, including yoga and HIIT workouts, musical performances, cooking demos and more
  • 80% of content involved and supported local businesses

When shelter-in-place orders went into effect across the US due to COVID-19, ServiceNow was faced with the challenge of moving their annual 11K+ attendee event to an all- digital experience. GPJ was tasked with delivering a strategy for engagement and the creation of memorable on-demand experiences for guests over a 6 week period.

As one of the earliest events to transform from a live to digital environment, our team had less than 2 weeks to deliver creative solutions based on client needs and expectations, while keeping attendee experience top of mind. 

Our Special Events team developed a strategy to host 4-5 videos per week to create a variety of talent-focused “brain breaks” and refresh attendees from the conference content digested throughout the day. 

We created a variety of approachable and engaging content hosted in the “Fun & Highlights” channel on the conference platform. We then developed a schedule for video distribution over a 6 week period, and sourced creators and vendors with sister agency G7 Entertainment Marketing to create custom content specific to the ServiceNow brand ethos and for targeted attendees.

The content featured a combination of local small businesses and YouTube creators in 4 categories: Food and Beverage, Entertainment, Family Friendly, and Health & Wellness. 

Highlights included musical performances, cooking demos from local restaurants, HIIT & yoga workouts from local trainers and a Lego Building Class from the LEGO MASTER, Tyler Clites.

ServiceNow Knowledge 2020 gave attendees the opportunity to hear from ServiceNow leaders and industry experts, and kept attendees engaged through “surprise and delight” activities that aligned with the quality of overall speakers, while supporting local business. Perhaps most important of all: we added that often missing element in digital event experiences…FUN! 


Photo Credit: Marc Fiorito // Gamma Nine Photography