- Every year, Adobe holds its digital experience conference called Adobe Summit in Las Vegas. The massive corporate event is designed to communicate the company’s vision, showcase new products, and bring the Adobe community together. For 2020, the company was preparing for 23,000 attendees to arrive in a massive expo hall. But as the spring event date neared, it became clear that Adobe Summit could not go forward in a physical capacity.
- “We spent all year planning and exactly one month before the live event in Las Vegas, we made the decision to cancel,” says Alex Amado, Adobe’s Vice President of Experience Marketing. The team quickly pivoted to presenting Adobe Summit as an online experience.
- “Because we recreated this whole experience and had to rethink it on the fly multiple times, we ended up needing to do really different marketing,” Amado explains. “The marketing that you do for a live event …
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