America’s Cup VR Experience
ECD: AARON DUFFY
At the center of Qualcomm's business model is invention. Therefore, all of its communications must show invention and support invention. Subsequently, all communications themselves must be inventive. To amplify Qualcomm’s Why Wait campaign, we created a new experiential program. Through this program, we showcased Qualcomm technology in breakthrough ways, seeing a shift in the way audiences engage with Qualcomm technology.
Enter Inventor Lab, a collaboration with inventors and Qualcomm. Inventor Lab was created out of Qualcomm's passion for inventing and sharing technology that is essential to the health of the tech ecosystem. Through this program, Qualcomm is collaborating with inventors from all around the world who are pushing technology forward and transforming how we live. It is an ongoing program including invention commissions, traveling event activations, and online content.
This experiential program showcases inventive experiences where people can engage with Qualcomm technology first-hand. It is a definitive, actionable statement of support for inventions and inventors accelerating growth and transforming how we live. At the heart of these stories is Qualcomm technology. To capture the hearts and minds of Qualcomm’s target audience, we put the influencers (aka the “Doers”) at the center of this experiential program, by partnering with inventors all around the world.
Through this experiential program, media partners such as Bloomberg, Wired, and Re/Code think of Qualcomm as “the exact kind of sponsor” they want; and, therefore are allowing for deeper integration of Qualcomm into their events. Instead of a traditional sponsorship, we positioned Qualcomm as a meaningful, inventive partner who enhances the events.