TRIPWIRE
(I came up with the idea of creating a villain that became the central campaign image after drawing a menacing face on a ping pong ball,.
My writing partner and I then created a traffic-building campaign that aligned pre-show outreach, on-site marketing, and an engaging
in-booth gaming experience. I designed and built all of the marketing materials and supervised the building of the game machine.)
My writing partner and I then created a traffic-building campaign that aligned pre-show outreach, on-site marketing, and an engaging
in-booth gaming experience. I designed and built all of the marketing materials and supervised the building of the game machine.)
Tripwire was launching a new product and wanted to create a splash at VMworld. My job was to identify key messages
and craft a strategy to excite and entice the target audience of IT professionals, uniting them to face common IT threats.
and craft a strategy to excite and entice the target audience of IT professionals, uniting them to face common IT threats.
Campaign ads placed in the show program and on prominent 20 foot banners in the show hall increased visibility.
The campaign beckoned visitors to come to the Tripwire booth to defeat these IT threats.
The campaign beckoned visitors to come to the Tripwire booth to defeat these IT threats.
A roving street team further stoked interest, greeting visitors and handing them
the mysterious ball with a call to action to visit the booth.
the mysterious ball with a call to action to visit the booth.
Attendee interest was piqued when our villain found his way into their hotel rooms the night before the show,
the door drops appeared to spring to life from the accompanying promo card we placed in 1000 attendees’ rooms.
The campaign beckoned visitors to come to the Tripwire booth to defeat these IT threats.
the door drops appeared to spring to life from the accompanying promo card we placed in 1000 attendees’ rooms.
The campaign beckoned visitors to come to the Tripwire booth to defeat these IT threats.
At the Tripwire booth, a custom-built game station sat center stage. An emcee provided color commentary mixed with product messaging that was broadcast
on loudspeakers. Hidden fans in the game cube whipped ping-pong balls emblazoned with IT threats into a frenzy. Competitors battled head-to-head to be the
quickest to reach in and capture the threats. The traffic-building campaign provided a steady stream of attendees each day of the show.
As they lined up to play, Tripwire staff had the perfect opportunity to engage them in conversation.
on loudspeakers. Hidden fans in the game cube whipped ping-pong balls emblazoned with IT threats into a frenzy. Competitors battled head-to-head to be the
quickest to reach in and capture the threats. The traffic-building campaign provided a steady stream of attendees each day of the show.
As they lined up to play, Tripwire staff had the perfect opportunity to engage them in conversation.
At show’s end, Tripwire had captured 2,400 leads—more than tripling their previous high of 700. The client
sent a follow-up e-mail to all of the leads collected at the show, inviting them to learn more about
Tripwire products, contact sales staff, and view photos from the show.
sent a follow-up e-mail to all of the leads collected at the show, inviting them to learn more about
Tripwire products, contact sales staff, and view photos from the show.
