Twenty-five days. This was the time we had to transform our flagship conference, Adobe Summit, into a fully digital experience during the COVID-19 pandemic.
With the health and safety of our employees, speakers, and customers top-of-mind, one of our top challenges was getting people to register for the March 31 event, all while our teams worked remotely.
Our initial goal was to get 3,500 registrations — modest for a conference that attracts more than 20,000 people to Las Vegas each year. In the lead-up to Summit, between March 11 and March 30, we had more than 1 million page views from visitors in 211 countries. As of June 9, nearly 129,000 people had registered for our digital Summit.
Creating content for a digital experience
For, Dan Cowles, Adobe’s executive creative director for video, smooth digital workflows were crucial to Summit’s success. “Given the situation, the video post-production process had to be done remotely and very collaboratively. That made it critical for us to use tools and workflows that integrate seamlessly. The Adobe video platform (including Premiere Pro, After Effects, Photoshop, Lumetri Color and Audition) is what made it all possible,” he says.
Building a digital ecosystem
Adobe’s web team took on the task of shaping the Summit experience with the aim of delivering the most exciting digital event possible while simultaneously meeting our business’ registration and engagement goals. The entire experience is built on our own Web content management system, Adobe Experience Manager.