Event360: GSMA reveals golf activation for Mobile World Congress Shanghai

Peter Montgomery spoke at the Power Brands Theatre, powered by George P Johnson (Julian Dodd)
Peter Montgomery spoke at the Power Brands Theatre, powered by George P Johnson (Julian Dodd)

Speaking at today's (23 June) Event360, Peter Montgomery, director of partnerships at tech brand GSMA, unveiled plans to create a crazy golf course at the Shanghai leg of its Mobile World Congress (15-17 July).

The activation will form part of the company's Innovation City installation at the annual tech event. Montgomery explained that GSMA, which works closely with agency George P Johnson (GPJ), looks to change its presence at both the Shanghai and Barcelona congresses every year.

"Every year, we ask 'How do we hold delegates in our space for longer? What technology can GPJ and our partners bring?' The press and media are our target audience. If they come into our space and see the same thing again, they'll walk out."

The golf course has been designed to capitalise on the Chinese's love of golf, promote GSMA's partner brands and deliver on GSMA's policy to reduce the amount of screens and Powerpoint slides at events.

Montgomery added: "We want guests to immerse themselves in an environment where they are not killed by Powerpoint. We want to create experiences that tell the story [of new tech] in a different way."

Storytelling with IBM

Vikki Bradney-Spencer, brand and communications leader UKI for IBM, also showcased the tech brand's innovations and various events.

She showed how event budgets have shifted to create a culture of storytelling, with spend pre- and post-event now much higher than it has ever been.

Her presentation finished with a five-step guide for brands looking to tell a story at events. She advised:

  • Understand what defines your organisation, and your belief system
  • Listen to your customers – understand how they behave
  • Build an integrated experience pre- and post-event – everyone is involved
  • Put in place programmatic planning, consistent standards and tools
  • Use technology to engage, to share and to capture.

Stay up-to-date with Event360 happenings throughout the day via the Event360: Live blog

More: Event360: The relationship between brands, agencies and venues

Event360: Brands and agencies share their budget-busting tips

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