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Wired Events Pty Ltd hosts Australia’s only digital entertainment event, the International Digital Entertainment Festival (iDEF). Every year, iDEF showcases the latest digital products and technologies from some of the largest global manufacturers. More than 17,000 attendees experience "three expos in one", with several themed events being held under one roof.
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iDEF’s challenges
iDEF needed a marketing tool that would excite and motivate potential attendees, connect attendees during the event, and one that reflected their image as leaders and experts in leading-edge technology.
The challenges we tackled
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We had to integrate the existing iDEF website with the new social network service (SNS) functionality we were providing, in order to provide a seamless user experience.
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We also had to integrate free flash games into the existing SNS environment, to allow web users to play games while “inside” the iDEF community.
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What we delivered to iDEF
Built around the Mostyle Branded SNS Platform, we delivered a powerful means for iDEF to increase contact with festival attendees from year to year. The Mostyle solution allows attendees to engage with the event and interact with other attendees via a micro SNS that is available to both web and mobile users. Users sign up and login via the existing iDEF website in order to access the SNS. And this was the first SNS for which Mostyle embedded web-based flash games. (The festival attracts a large crowd of video gamers, so a free gaming element was essential.)
Benefits
The Mostyle SNS Community Platform helped iDEF to:
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Build deeper customer relationships with a loyal user base around the festival.
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Aggregate user profiles and information for marketing research and CRM.
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Create an interactive communication channel between iDEF and festival attendees.
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Update
The iDEF community—created by Mostyle—debuted at iDEF09, held in the fall of 2009. Mostyle’s collaboration with event organisers gave festivalgoers an opportunity to engage with the event and interact with other attendees via this custom-built online and mobile community platform. And that made iDEF09 very different from any other digital technologies festival in the world.
"This ground-breaking initiative is integral to our vision of driving momentum, as well as providing a vehicle for digital enthusiasts to connect with like-minded people before, during and after the event," commented Wired Events CEO Peter Barlow. Mostyle continues to work closely with iDEF in achieving groundbreaking results in the mobile space.
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