We needed to find a way to transform the physical event SAP TechEd with a huge global developer community to the new (virtual) normal. Visually exciting, available in all timezones, an authentic, interactive and engaging experience. While standing out in this huge wave of virtual events which hit the year 2020. SAP TechEd Channel 1 was the gateway into the overall event experience. The main goal was to create an immersive front door that inspires the audience to register and get access to 8 different content tracks with 350 interactive and on-demand learning sessions. Another important topic -our target group: The global SAP TechEd developer community. A heterogeneous crowd provided with many stereotypes, which is as different and diverse as New York at its best. A demanding target group with a lot of loyalty and solidarity. Authenticity is key here. We always tried to appreciate the community needs and interests.

To reach the audience also on an emotional level we created a home with 4 different rooms. So bringing TechEd from our home to the developer community's homes - perfecty fitted to the community needs. We implemented easter eggs throughout the whole production. Memories from the physical events like pictures, the famous gift bag, an event mural, a stage for SAP Champions from the community and even a cat. Since we learned that many developers are cat people. :) Even in the pre-communication we published promo videos with real codes which led to hidden messages and people loved to solve those.

Creating a maingate to the main event and bringing free knowledge and learning experiences to the developer community.

We had 3 months - crazy but true :) for creating a 48 hours live show. During that time we worked closely with the SAP team to create an engaging show rundown. Our hosts were no professional hosts, just normal SAP experts from the community. The livestream was placed on the event website and throughout all social media channels. During the shows we integrated interactive moments like real live Q&As and a social media wall with the greatest post during the event. The community felt like being part of the event without being on site.

The outcome was higher than expected. We have had 16.8 Million video views and 90k registrations - the feedback was overwhelming. Besides the big positive impact on SAP's image we created a place where the developer community could gather and get access to free knowledge. In the end 500% more leads were generated. And the event went viral within the developer community.