We invited media as a part of the event to directly experience the product themselves and learning about its features. We didn’t want the press to be a passive audience listening to the speaker’s presentation.

So, we decided to go bold and try something that had never been attempted at any product launch event before. Key ideas were to reduce the distance from the stage to the audience and to provide a simultaneous product unveiling moment through VR.

We opted against a faraway stage that was difficult for the audience to see, and instead chose to utilize a 360-degree center stage that was engaging for all. Rather than presenting the product from a distance, we let them “meet” the product one-on-one.

-The 360-degrees center stage was installed in the middle of the venue.

-And for the first time, we simultaneously unveiled a new product both on stage and via 5,000 VR headsets.

To do so, 400km of LAN and electricity cable were installed on the floor. In addition, 280 switches, 53 routers, 7 controls and media servers were utilized.

From hardware to software solution, we developed everything from the beginning, to enable VR installation to all of the audience seats. Therefore 5,000 audience members experienced our product in a totally new way, by trying it firsthand.

19,000+ MEDIA MENTIONS

643,000+ SOCIAL MEDIA ENGAGEMENT

83 MILLION+ SOCIAL MEDIA IMPRESSIONS

News articles published about this year’s event were quite different than the conventional new product launch reports usually found in IT press. Media wrote about their personal experiences with the product, supporting their stories with selfies and casual snapshots taken at the event. It was more like a passionate product review than yet another dry article. And these stories spread organically.