We were excited when Niantic asked us to help them launch and bring Lightship, their new augmented reality developer kit (ARDK), to market. With Lightship, Niantic is inventing the future of AR, creating what they call the real-world metaverse. With the launch, we needed to simultaneously position Niantic as a leader in AR technology, win the hearts and minds of developers around the world, showcase the technology, and drive product adoption.
Lightship launched with four individual, simultaneous experiences: a virtual global Keynote presentation, a VIP event in San Francisco, a VIP private viewing party in London, and sponsorship activations at the 2021 AWE Conference in Santa Clara.
Twenty-one team members across our agency developed a multi-pronged, multi-media experiential campaign combining in-person and virtual storytelling. Our team produced the pre-recorded Keynote, developed the Run of Show, guided script development and conducted pre-screening interviews with brand partners and developers. Additionally, the team designed and built the in-person spaces, created custom merchandise, and ensured global continuity in overall experience.
The campaign exceeded expectations and KPIs across the board. More than 20,000 people watched the live Keynote, and the overall campaign generated more than 7,000 developer leads. The events generated about 59 media placements and half a billion impressions. Over one-third of AWE Conference attendees experienced the Lightship booth activations, and the booth took top honors, winning Best in Show for best presence overall.