A global software brand hosts an immersive event experience
Well-aligned environmental design and exciting activations turned a conference after-party into an immersive experience.
An emerging cybersecurity brand needed to divert attendee attention away from established tech giants in its second year at the RSAC™ 2024 Conference in San Francisco. A creative event strategy was the ticket to amplify the brand's message. Hosting a can't-miss after-party created valuable buzz beyond the event experience.
TV commercial inspires event design
Inspired by the brand’s big primetime commercial spot, three areas within the San Francisco Museum of Modern Art (SFMOMA) transformed into a futuristic frontier. In the commercial, a band of cyborgs rides into a dusty western town to wreak havoc—only to be stopped by a confident cowgirl who brandishes the “we stop breaches” tagline. Recreating that on-screen environment for the event put attendees right in the action, casting them as the heroes in an epic evening.
Creating immersive activations
From entry onward, attendees experienced the pioneering futurism of the environmental design and event activations.
- An electric fiddler greeted attendees
- Temporary tattoos added bionic elements
- Themed swag (red cowboy hats and bandannas) got people into character
- A vapor bar, money wheel and table games created a casino atmosphere
- Hot sauce tastings added to the sensory experience
- 14-foot character statues clad in western wear provided photo op fun
- Saloon dancers and a flash mob performed to Beyonce’s “Texas Hold ‘Em”
Trust expands event production partnerships
Competition to host the splashiest RSA Conference after-party drives brands to find a fresh take that excites and engages. The first year, the brand established its reputation for hosting a well-attended event. After anticipating 700 guests, 1,500 attendees came—only to exceed it by 200 guests the second year!
Partnerships and permit expertise with San Francisco positioned ITA Group as the best choice for behind-the-scenes support. Brand leaders trusted our team to execute and expanded our role in creative strategy—without issuing an RFP.
Comprehensive event branding services
Our team supported additional RSAC events for the client beyond the after-party including:
- Producing a 300-person networking mixer at Hotel Zelos
- Designing a signage package with an eye-catching backdrop
- Serving as a production partner for a startup showcase event
- Managing room layout, AV, signage and furniture for a highly attended Partner Live! Breakfast at SFMOMA
- Handling street permitting
Long lines point to event strategy success
This buzzworthy bash hit capacity early, creating a queue around the block. Attendees remembered the previous year’s party and brought their friends along for the experience. Even better? The waitlist made a conference evening event feel like an exclusive club.