Case Study: How Captello Elevated Lead Capture and Engagement at IBC 2024
The International Broadcasting Convention IBC 2024, held in Amsterdam, was nothing short of a global spectacle in the media and broadcasting industry. With over 45,000 attendees and 1,364 exhibitors, the event represented a hub of innovation and networking, uniting professionals from more than 150 countries. As the official lead capture partner of IBC 2024, Captello played a pivotal role in revolutionizing the event’s lead generation and attendee engagement. Our solutions helped exhibitors streamline operations, boost visibility, and ensure that every attendee enjoyed an interactive, memorable experience.
The Challenge: Maximizing Engagement at a Massive Event
Amidst the sprawling expanse of the RAI Amsterdam Convention Centre, the atmosphere was electric.
The energy on the show floor was palpable as industry leaders, innovators, and enthusiasts mingled, exchanged ideas, and explored the latest advancements.
Every hall buzzed with activity—from captivating product demonstrations to insightful keynote sessions.
The sheer scale of the event, encompassing over 14 halls, presented both an opportunity and a challenge:
how to ensure that every exhibitor and attendee could maximize their experience.
Maximizing the Attendee Experience
Recognizing the need to enhance attendee engagement and streamline lead capture for exhibitors, IBC partnered with Captello, a leading event technology provider. For the first time in its history, IBC introduced gamification elements to the show, aiming to:
- Drive foot traffic to every corner of the expansive venue, especially areas that previously received less exposure.
- Boost exhibitor visibility, ensuring that even smaller booths garnered significant attention.
- Simplify lead capture processes for exhibitors, providing seamless integration with their existing Customer Relationship Management (CRM) systems.
- Elevate the overall attendee experience, making the event not just informative but also interactive and fun.
The Dynamic Show Floor
Walking into IBC2024 was akin to stepping into the future of broadcasting and media. Giant LED screens showcased the latest in high-definition content, immersive VR experiences transported attendees to new realms, and AI-driven demonstrations hinted at the next big breakthroughs. The air was filled with excitement as attendees navigated through booths, eager to discover innovations that could redefine the industry.
The introduction of Captello’s gamification strategies added a new layer of excitement. The scavenger hunt became a talking point among attendees, igniting friendly competition and encouraging exploration. QR codes were discreetly placed throughout the venue, turning the vast convention center into an interactive playground. Groups of attendees could be seen collaborating to find waypoints, laughing, and celebrating each discovery.
The AI Photo Booth Morphique became one of the most talked-about attractions:
- Interactive Experience: Attendees scanned their badges, selected gender representation, and posed for photos that were transformed into AI-generated robotic images.
- Immediate Gratification: Images were sent to their emails in real-time, allowing attendees to share their unique avatars on social media instantly.
- High Engagement: The booth saw heavy foot traffic throughout the event, with lines forming as word spread about the unique experience.
Attendees lined up eagerly, some even multiple times, to see themselves transformed into AI generated robotic avatars. The laughter and surprise as people shared their photos were infectious, creating a communal experience that transcended individual booths.
The Spin to Win game added an element of chance and excitement:
- Simple Mechanics: Attendees spun a digital wheel with a swipe of their finger, eagerly
awaiting the outcome. - Prizes and Surprises: The possibility of winning various prizes kept attendees engaged and
returning for more. - Social Interaction: The activation area became a hub where attendees cheered each other on, fostering a sense of community.
The sound of cheers erupted each time the digital wheel landed on a prize, drawing more curious attendees to participate. The activations not only provided entertainment but also facilitated organic networking opportunities, as attendees shared tips and experiences with one another.
The Impact of IBC Explore, the Scavenger Hunt Powered by Captello:
Captello’s scavenger hunt transformed the way attendees interacted with the event. By integrating the hunt into the IBC2024 mobile app, attendees could access “IBC Explore” and embark on a journey across the entire venue.
Much more than just a game, IBC’s Scavenger Hunt powered by Captello was a strategic initiative to:
- Encourage attendees to visit every hall, including those that might have been overlooked.
- Increase engagement by offering a fun and rewarding experience.
- Facilitate networking as participants often teamed up to find QR codes.
Attendees scanned QR codes placed at various waypoints, each scan earning them points and bringing them closer to winning daily prizes or the grand prize.
The excitement was evident as participants checked their progress reports and tracked their
standings on the real-time leaderboard. Friendly competition spurred higher participation rates, with some attendees going to great lengths to find every hidden QR code.
How Captello Streamlined Lead Capture for Exhibitors
For exhibitors, Captello’s solutions were nothing short of revolutionary:
- Customizable Lead Capture Forms: Exhibitors could tailor forms to collect specific information relevant to their needs.
- Seamless CRM Integration: With direct synchronization to systems like Salesforce and HubSpot, data flowed effortlessly from the app to the CRM.
- Multiple Capture Methods: Whether through badge scanning, business card transcription using AI, or QR code scans, exhibitors had flexible options.
- Real-Time Analytics: Exhibitors monitored their lead capture performance, adjusting strategies on the fly to maximize results.
- Time Savings: The automation and integration reduced the need for manual data entry, allowing sales teams to follow up with leads promptly.
Exhibitor Feedback
Many exhibitors expressed their satisfaction with Captello’s solutions:
- Steve Wynn, CMO of LiveU, praised Captello for its seamless integration with their marketing tech stack, describing it as “game-changing.”
- Ken Murray, Events Manager at MediaKind, highlighted the ease of customizing lead capture forms on the fly, calling it a “brilliant, simple way” to capture data.
- Margot Ali, Marketing & Communication Manager at Appear, appreciated Captello’s ability to pre-clean data before syncing it to their CRM, calling it a “complete game changer.”
Delivering Efficient Operations and Exceptional Support
Behind the scenes, Captello ensured smooth operations:
- Hardware Distribution: Out of 920 devices, 917 were collected onsite, with returns completed before 6 PM, a record in efficiency.
- Minimal Wait Times: Even at peak times, the longest queue was only 20 minutes, the shortest ever experienced.
- Proactive Preparation: On the day before the show, 64% of all orders (714 devices) were delivered, reducing onsite congestion providing a true concierge experience.
- Support Videos & Webinars: Captello produced 20 videos and hosted 9 webinars to assist in training exhibitors.
- Onsite Support: Captello’s team was present to provide immediate assistance, with multiple stations set up for device pickup, ordering new services, and technical support.
- Responsive Team: Exhibitors praised Captello’s support staff for their quick responses and willingness to implement changes on the fly.
Inside Lead Capture Headquarters
Ryan Schefke, CEO of Captello, shared insights:
Captello’s Lead Capture Office was a hive of activity:
- Organized Distribution: Devices were meticulously prepared, labeled, and organized alphabetically for easy pickup.
- Support Stations: Multiple stations were set up for different needs—device pickup, service orders, and technical support.
- Behind the Scenes Efficiency: The team worked diligently to ensure that everything was ready before the show, from setting up devices to packing bags with essential information.
Key IBC 2024 Statistics
- Attendees: 45,085
- Total Exhibitors: 1,364
- Exhibitors Using Captello: 772
- Total Lead Submissions: 195,947
- Average Leads Per Exhibitor: 230
- Top Leads by a Single Exhibitor: 5,177
Lead Capture Methods Used:
- Captello Event Lead Capture Form: 157,009 leads
- Rapid Scan Solution: 19,076 badges scanned
- Business Card Transcription: 998 business cards
Device Usage:
- iOS Users: 1,402
- Android Users: 858
User Engagement:
- Customized Lead Capture Forms: 30% of exhibitors
- Support Videos and Webinars: 1,437 views across 20 videos and 9 webinars
Email Communication:
- Total Emails Sent: 14,387
- Open Rate: 47.2%
Conclusion:
IBC2024 was not just another trade show; it was an immersive experience that blended innovation,
engagement, and efficiency. Captello’s partnership with IBC showcased how technology can elevate event experiences for both attendees and exhibitors. By introducing gamification, providing advanced lead capture solutions, and offering exceptional support, Captello played a pivotal role in the event’s success. The energy on the show floor was a testament to the effectiveness of these strategies. Attendees were more engaged, exhibitors captured higher-quality leads, and the overall atmosphere was one of excitement and collaboration. The event set a new standard for international trade shows, demonstrating how the integration of innovative technology can create a win-win scenario for all stakeholders.
Interested in learning more about how Captello powered this exceptional event?
Download the full case study here!
About Captello
Captello is a Saas platform designed to revolutionize the way people engage, network, and achieve results. Captello is not just about collecting contacts; it’s an all-encompassing platform for interactive scavenger hunts, engaging self-guided tours, and dynamic event activations. Experience live leaderboards, networking icebreakers, and fully customizable lead capture forms that integrate seamlessly with over 6,000 CRM and marketing platforms.
Create more successful events, collect better data on event attendees, and foster a closer campus community with Captello. Our stand-alone solution is designed to revolutionize campus life by providing a versatile platform to collect data effortlessly, create immersive experiences, and engage with gamification. Embrace the future of campus event management with Captello and elevate your university events to new heights. Contact us today to learn more and start transforming your campus engagement strategy!
