The plan was a single activation over three days near the convention centre. What we actually ran was twenty-one events in the same three days — eleven sponsored, ten crashed, and a street team working the gaps in between.
The original brief was a three-day activation near the convention centre. As the project evolved, we expanded the scope rather than the calendar — same three days, twenty-one times the surface area.
Eleven of those we sponsored outright. Ten we crashed. The rest of the time the team worked public areas throughout the conference, which is where a lot of the bot scans came from.
Conference weeks aren't won by the biggest room. They're won by being in twenty-one of them.
Built and deployed with Counity for event attendees. It pulled over 1,100 QR scans, and more than 400 participants tweeted about Caldera and the activation off the back of it — turning a badge scan into public visibility.
300K+ impressions across platforms, driven by attendee participation, bot engagement, and deliberate use of hashtags and influencer amplification rather than paid reach.
Six gig workers across three days — logistics, shift patterns, breaks, and on-the-ground support, so twenty-one activations could run back to back without the team burning out.
Official presence, negotiated and produced.
Guerrilla presence at events we weren't on the bill for.
The expansion exceeded expectations in both reach and engagement. The Telegram bot was the key driver of audience interaction, and the gig worker team is what made twenty-one activations physically possible across three days.
Social presence amplified Caldera's brand well beyond the original scope — widespread visibility from a footprint that started as a single event.
Own the whole week, not one room.