Something un-conventional

In September, we helped itSMF USA add some "Sizzle" to their annual conference. Charlotte, NC, was home to the event, so what could be better than a stockcar theme including a "race" to energize the attendees. Every attendee was assigned to a racing team and participated in networking and activities – like going head-to-head on X-BOX 360 and racing against one another on a slot car set.

Perhaps the most un-conventional part of the approach was the use of video and audio to introduce keynote sessions.

We aimed to avoid screens showing one stereotypical "business-like" photo after another, and a voiceover that droned on about how you are about to experience something never seen before in the world of technology.

So, we turned up the Southern flare and loosened the crowd with humor. A booming audio track complete with a Southern Rock DJ welcomed attendees and provided important reminders. Intro videos took attendees trackside to the fictitious Fusion 300 race where Hal Unseretti Jr. (commentator) and Carl Roadtrip (a washed-up ex-racing champion) carried on about the progression of the race, IT service management topics, and even poked fun at the event's MC.

Based purely on the number of positive comments, air guitars played at each session, and the sight of normally conservative technology folks singing along to the bumper music, we know it went over well. The networking games successfully built community, and we've had multiple requests to sell copies of the videos and DJ segments. By stepping away from the norm, we created a positive impression of itSMF USA with their attendees and built loyalty for their event.