Premier Night

The red carpet was lined with attendees as Cybereason officially debuted their documentary, The Defenders, in their environment at the RSA Conference in San Francisco.

Cybereason

@ RSA

The information security conference, RSA, is a highly competitive space. Established brands and exciting startups vie for market share in this rapidly changing industry. Cybereason, a unicorn startup headquartered in Boston, previously created the widely popular podcast Malicious Life as a way to gain visibility and a voice in the crowded market. They aimed to build on that success by creating The Defenders, a video documentary highlighting the efforts of cybersecurity professionals in the war against hackers. The video would premiere at RSA, connecting directly with the audience in person to further enhance their growing brand awareness.

Challenge

Design and build an environment that puts the documentary center stage on the RSA show floor, using that attention to build brand awareness while still functioning as a trade show exhibit.

Solutions

Fully commit to the movie premiere theme. Starting with a massive LED digital marquee hanging above the entrance, the entire booth was designed to replicate an Art Deco-style theater. The reception area served as a concession stand, complete with candy and popcorn in branded bags. Attendees were guided by velvet ropes to lit rows of real theater seating, where they watched The Defenders, along with a short presentation from the Cybereason team. The exterior of the booth was lined with digital screens disguised as movie posters, reinforcing their brand messaging. Tucked behind the massive LED theater screen were two demo stations and a private meeting space, allowing the team to build on the attention gained from the experience.

A movie theater theme is both intimate and exciting.

Custom movie posters definitely add to the experience.

Can’t go to the movies and not have popcorn.

Results

Cybereason built on their already improving presence at the conference. The experience generated the most leads they had gained at a show to date, significantly outpacing the record set the prior year. They went on to increase their exhibit size and presence at subsequent shows to mirror this success. This environment won multiple industry awards.

The people behind the project

“The project was incredible to be a part of. Cybereason has a fearless commitment to the experience and loves to collaborate. We had a group of passionate people from both teams huddled together on multiple occasions, freely sharing ideas. The results reflect what a good idea and a strong team effort can yield.”
-Mike Vallone – VP, Creative & Brand

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