One Day, Multi-Event Product Launch
When one of the world's leading software development companies staged the largest product launch in their history, they turned to Empire to help create a memorable experience. The audience would consist of developers and testers of the product, partners, as well as members of the domestic and foreign press. The event would not only announce the arrival of the new product but would also pay tribute to the years of effort in developing the next chapter in their best-selling product lines.
Empire helped to select ideal locations in New York City to meet the client's needs for this one-day, multi-event launch. With extensive working knowledge of venues throughout the city, Empire secured the elegant Cipriani 42nd Street for an important press luncheon and executive panel discussion, the Grand Hyatt for one-on-one media interviews, and one of New York's hottest concert new venues in the heart of Times Square, the Nokia Theatre. As guests arrived at the Nokia Theater, sexy and stunning world DJ, Donna D'Cruz spun a mixture of African, Brazilian and Latin beats to set the tone for this global launch. Then, Recycled Percussion, a contemporary and hard- hitting rhythmic percussion group, pumped up the energy with its high-speed amazing spectacle of power percussion.
To kick off the launch presentation, Angels & Airwaves, a new musical entity from the creative minds of Tom DeLonge (Blink-182), David Kennedy (Box Car Racer), Ryan Sinn (Distillers) and Atom Willard (Rocket from the Crypt, Offspring) took the stage to perform an incredible opening number. They performed a hard-rocking rendition of Joey Ramone's version of "What a Wonderful World," a song specially licensed by Empire Entertainment specifically for this launch event, synced to visuals projections of the new product and customers. Following the launch presentation the band played a 45-minute performance set for the after party. For this global product launch, Empire assisted with site selection and acquisition, securing and coordinating talent, onsite talent management, and procuring the appropriate music licenses.
Empire is a full-service event and entertainment production company, with special expertise in artist bookings and venue selection.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
