With more than 40 000 attendees and 200 leading tech brands present it is hard to stand out at DMEXCO. Twitter asked us to help them be more visible both at the conference, and at the conference hashtag with a project showing the conversation capabilities of the platform. A project that will take over DMEXCO and will attract more visitors to the sales team.

We created the #ConversationCube — an interactive booth demonstrating that Tweets mean business. To attract visitors, we turned the main side of the #ConversationCube into a Kinect installation in which users could play with thousands of Tweets and see how they shape brands. And to prove that joining the conversation online can have results offline the #ConversationCube rewarded every tweet with our hashtag with a refreshing drink.

The target audience consisted of 40 000 business professionals and decision-makers whose attention is constantly fought for by different brands and their pavilions. Our approach was to create an interactive booth that is consistent with Twitter's technological DNA and easily translates the power of the platform for brand building and product advertising. The abstract idea of power of conversation and the vastness of opinions on Twitter were given interactive expression that attracted visitors and ignited online conversations.

#ConversationCube was part of a two-day conference at which every brand had a designated space. Twitter's space was of medium size — 80 sq. m. The height of the installation with the design elements stood at 8,5 meters, and the cube's area was 4 x 4 meters. Unlike most booths at similar events the space around the installation was not enclosed attracting people to interact and to approach the sales team.

As the #ConversationCube was created for DMEXCO it is hard to measure results in the traditional sense. However the goals we set — to take over the conference both online with user generated content and offline — were achieved. #ConversationCube was one of the most visited and active booths and the Twitter-branded drinks were visible all over the expo. For just two days #ConversationCube was mentioned more than 300 times at the official #DMEXCO hashtag making it by far the most talked about project during the event.