Case Study: ServiceNow AI Walk-In Experience
ServiceNow
Case Study: ServiceNow AI Walk-In Experience
ServiceNow Knowledge is an annual user conference that unites professionals, experts, and enthusiasts from diverse fields to explore new ideas, expand their knowledge, and engage in discussions on digital transformation. This year’s theme, “Put AI to work for people,” set the stage for Knowledge 2024, highlighting innovations that empower AI-driven transformation for enterprises worldwide. ServiceNow enlisted InVision to design and deliver a dynamic experience over the three-day event. One primary objective was to create an innovative solution to enhance audience engagement during the walk-in experiences for the featured keynotes while also efficiently managing the seating of 10,000 attendees.
Solution
InVision crafted a 45-minute pre-show experience that embodied the ServiceNow brand while emphasizing the event’s theme, “Put AI to work for people.”
We structured the pre-show into three phases, each tailored to match attendees' evolving mindset and behavior upon entering the keynote room. Phase 1, the "True walk-in," captured the initial excitement and anticipation as guests moved around. In Phase 2, the "Transitional" phase, attendees were partly seated and engaged both with their phones and the screens. Phase 3, "Active engagement," saw most attendees seated, actively using social media with high anticipation.
We were largely inspired by the ServiceNow brand team’s digital and print signage displayed throughout the event space that posed the question, “Knowledge means to me ______” along with a series of brand words to complete the thought. As an homage to this concept, we imagined an interactive call-to-action that empowered attendees to fill in the blank in (nearly) real-time.
During the first 10 minutes of walk-in to the keynote, QR codes were displayed on the massive screens. Once scanned, attendees were directed to a microsite to answer the prompt, “To me, Knowledge is…” in their own words by giving one adjective and one noun, and then choosing from one of 10 art styles.
Within minutes, their response was transformed into a visually stunning, high-resolution GenAI creation. It was showcased on 60x20 foot screens at 4800x1600 resolution in a 3:1 aspect ratio in the keynote room, with their name prominently displayed for all attendees to see.
The pre-show experience was further elevated with live music from a house band and a DJ. The "Knowledge Zone," a custom news desk hosted by a ServiceNow executive, featured dynamic graphics and animations and was showcased twice for a news-like effect. The addition of movie theater-style trivia and a 30-second countdown animation further enriched the engaging and immersive atmosphere.
Result
The meticulously designed walk-in experience was a resounding success. In just 10 minutes, the displayed QR codes garnered 1,756 submissions, achieving a 19.5% engagement rate. Attendees were excited to see their GenAI creations onscreen, which encouraged others to join in and participate. Key words highlighted by attendees when prompted to describe the Knowledge event included 'Power,' 'Amazing,' 'Fun,' 'Learning,' and 'Future.' Our client was delighted, noting the significant impact the enhanced walk-in experience had on Knowledge 24.