IBM Mobile World Congress

CHALLENGE

Mobile World Congress (MWC) Barcelona is an annual trade show dedicated to mobile communication. IBM wanted to create brand awareness at MWC, showcase themselves as a key mobile player, and lay the groundwork for communications about their mobile development, cloud, and analytics offerings.

SOLUTION

IBM and Ogilvy made traveling around the densly populated city smarter and mobile-enabled. Using four IBM-branded tour buseses, IBM provided Mobile World Congress attendees with transporation from their hotels to the conference. Digital kiosks and a web experience helped attendees find and understand the bus routes and a real-time news feed ensured they didn't miss out on anything that was happening at the conference.

The experience was powered with a mobile CMS so our team on the ground at the conference could update the content feed from anywhere. Ginni Rometty, IBM CEO, was a keynote speaker at MWC. While she took the stage, we published timely and relevant stats and quotes to complement her speech.

The wrapped tour busses traveled eight unique bus routes. The routes carried conference attendees between the conference and their hotels during the day and to nightlife destinations at night. As the bus left each stop, location information was published to Twitter and the CMS, enabling patrons to determine bus locations from the mobile-optimized microsite, the digital kiosks and Twitter.

MY ROLE

UX Design | Wireframing

WIREFRAMES

I created wireframes which helped define the web experience. I updated them continously as new information emerged and the team conducted discovery around the type of technology that would be used to power the location-aware aspects of the experience.

View the wireframes