Cannes Lions

Qualcomm Inventor Lab | James Parr

SPECIALGUEST, New York / QUALCOMM / 2016

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Overview

Description

At the center of Qualcomm’s business model is invention. Therefore, all of Qualcomm’s communications must show invention and support invention. To help achieve Qualcomm’s goals, SpecialGuest created a new experiential program called Inventor Lab. Through Inventor Lab, Qualcomm is partnering with inventors from all around the world who are pushing technology forward; and, we are showcasing Qualcomm technology in intriguing ways. Inventor James Parr collaborated with Inventor Lab to develop the Ultrascope, a DIY, 3D printable telescope, powered by a smart phone. The Ultrascope enables amateur astronomers to aid NASA in locating 99% of asteroids under 1km wide that have not yet been spotted. To showcase this invention and educate people on the importance of this issue, Inventor Lab created an installation for events, including Wired, re/code, Maker Faire, Quartz and the White House.

Execution

James’ installation traveled to Wired Business Conference in New York, Re/code Code Conference in Rancho Palos Verdes, California, Maker Faire San Diego, Quartz The Next Billion, and Astronomy Night at The White House.

Through Inventor Lab, media partners such as these events thought of Qualcomm as “the exact kind of sponsor” they want; and, therefore allowed for deeper integration of Qualcomm into their events. Instead of a traditional sponsorship, Inventor Lab positioned Qualcomm as a meaningful, inventive partner who enhances media partner’s events.

The installation included an immersive planetarium film, animated keynotes and interactive demonstrations. Ultimately, Inventor Lab developed unprecedented event activations in Qualcomm history.

Outcome

Now, amateur astronomers around the world can join in on this effort to find and classify all the unseen asteroids in the sky and do their part to protect the planet.

Brand survey results well above any other events/ campaign exposure: Brand Favorability 78% & Key Innovator 84%

Press coverage in Wired, USA Today, & Quartz live streaming

Thousands of attendees

“James Parr unveiled his game changing 3D printed Ultrascope and his vision to defend the planet from asteroids with the use of Qualcomm’s Snapdragon and 4G LTE technology straight from a smartphone.” - San Diego news

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