Twitter is a social networking service created in 2006. The service rapidly gained worldwide popularity and in 2012 more than 100 million users posted 340 million tweets a day. The site is known for breaking news and conversation around topics in the zeitgeist.
Twitter approached Make Events to produce their first Manchester based event for media agencies and buyers. The objectives of the event were to update media agencies on the platform, build brand advocacy and maximise attendance.
In the past, their events had all been very London centric and Twitter wanted to bring the event to their Manchester audience by hosting part of their IAB Upfront series in the city.
They wanted a cool space to hold the event which offered good access and would attract the audience.
We showed Twitter the best of what Manchester has to offer, 1830 at the Science and Industry Museum was chosen as it fitted their brief of an industrial, warehouse style venue. It was the perfect combination of a location that everyone would be familiar with but a new space that most of the audience wouldn’t have yet experienced. The 1830 warehouse also offered a private entrance.
In the build up to the event we connected with MPA, the membership organisation the for creative, media, publishing or digital industries of Manchester to promote the event to the media agencies.
We had a branded street team making sure everyone found the venue and inside the space we overlaid the Twitter brand, using blue LED up lighting, LED batons and a collection of Twitter logo neon lights.
In the main conference space, we created a branded set and stage highlighting the #StartWithThem hashtag with bespoke furniture – the plywood lectern was designed to be reused and has been shipped down to Twitter HQ for use on future events.
We managed the content delivery which included talks from Johnny Gabriel and the Warburtons marketing team.
After the conference the guests were invited back into the networking space for drinks and a Manchester inspired bowl food menu.
The number of guests to preregister was 90 but the event saw a huge uptake on the day, with over 150 top media agencies and media buyers turning up, a 67% increase. Moreover, Twitter typically see a 50% drop out rate in London so were not anticipating the level of engagement they saw.
“Thank you so much, you guys did an amazing job. Loved working with you!”
– Senior Marketing Manager, Twitter