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April 24, 2009

Microsoft’s Tech.Ed event amplification portal takes IVCA award

Experiential, film and digital agency FITCHLive won the Gold Award in the Web TV category at the recent IVCA awards for its work on Tech.Ed TV for Microsoft.

Tech.Ed TV reinforced and extended the life of the software giant’s Tech.Ed EMEA – two back-to-back events running over two weeks, attracting over 9,000 IT professionals and developers – by providing attendees with video footage of the key elements of the event. These included the keynote address, breakout sessions, onsite TechTalk video interviews with experts, as well as stage events, such as panel discussions. What’s more, all footage is now available as an educational resource through an online library.

The portal was judged to be an innovative and highly effective online medium for communicating Microsoft’s key brand messages to delegates, while visually engaging them in learning further about different elements of the software giant’s Tech.Ed events.

Tech.Ed TV featured MTV-style hosts, who guided attendees through how to enhance their learning following the event.

“With more than 560 sessions recorded and 700 hours captured, the project’s success can be measured against the quantity of unique visitors to the Tech.Ed TV portal,” explained FITCHLive’s Claire Court. “This year, it secured 26,099 visitors, with 134,143 unique visits generated.”

FITCHLive has a long-standing relationship with Microsoft for producing Tech.Ed EMEA, which celebrated its 15th anniversary last year, and took place at CCIB in Barcelona during November.

In addition to the design and logistical elements of the Tech.Ed event, the agency was responsible for providing all aspects of the broader EMEA marketing and demand generation programme. This not only included Tech.Ed TV, but also direct marketing, design and development of all web tools, sponsorship and exhibition sales and management, and all community-driven initiatives, such as linking delegates with influencers, connecting attendees with content and providing interactive platforms, such as forums and blogs.

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