When you put them all together, these little moments aren’t so little anymore. They speak to Snowflake as a brand and as a company – incredibly agile AI Data Cloud experts, with an agenda to share the fun with everyone. And that’s something we remember.
A major snowstorm swept through downtown San Francisco last week – and it was epic. Upwards of 20,000 attendees flurried into Moscone Center for Snowflake’s highly anticipated annual user conference, Data Cloud Summit 2024. This year’s Summit brought the world of data and AI into one building, and it was buzzing with keynotes, lectures, product demos, hands-on labs, and more.
At Sköna, we feel lucky to have been able to partner with Snowflake in creating an event of this caliber and see some of our ideas come to life. We had the opportunity to support Snowflake and work on the ideation and creation of some of these moments for Summit – event activations, branding, and Snowstore product designs. And, eight years into this partnership, we’re still in awe of the creativity and bravery that the Snowflake Marketing team continually demonstrates.
As a whole, Snowflake Summit was an awe-inspiring culmination of moments – big ones and little ones, all meticulously crafted and skillfully executed. As marketers and brand builders in the tech world, this year’s Summit was a great reinforcement that investing in these moments goes a long way in building a brand that is distinct, authentic, and strong. A brand that is brave.
In case you missed it, we’re here to recap a few (of the many) moments.
The Environment
The event was a winter dreamscape, decorated with resort signage, ski racks, snowbanks, trees, and more. Attendees were seen plugging away on their laptops from the comfort of a gondola or a blanketed Adirondack chair by the fire pits.
Can we have a moment of appreciation for the Snowflake Blue, please?
Perhaps one of the most impressionable moments of all was how Snowflake’s signature blue had a complete takeover of the venue. Branded escalators, ceiling tiles, luminescent digital projections, and every little accent, beamed proudly in blue.
Data Heroes…and Legos!
At Summit, anyone could be a Snowflake Data Hero. At the ready was not-your-average photo booth, where attendees could don Snowflake capes and swords and show off their inner superhero.
Attendees also had the opportunity to design their own personal data hero Lego to take home as a souvenir.
Snowmobiles, reimagined
Parked out front of Moscone Center was a fully decked out Snowmobile, designed for taking breaks from the busy day.
Anyone here like games?
Snowflake’s prize wheel did not disappoint. Attendees had the opportunity to spin and win a range of prizes from Snowflake-branded water bottles, tees, socks, and a variety of entertainment giveaways.
Additionally, Snowflake brought in Alpine World Cup and Olympic Athlete, Amelia Smart, to talk about the importance of data in sports…and to do a little racing on the ski simulators.
Tasty Treats
Where to start? There were Snowflake cupcakes, blue margaritas, blue fortune cookies, and more!
We’re Going Shopping
The Snowstore, decorated with polar bears and retro art decals, showcased Snowflake-branded snowboards, t-shirts, winter apparel, ski gear, souvenirs, and trinkets.
Why do the moments matter?
Summit is for the AI Data Cloud nation and, at the end of the day, the moments we’ve recounted above and helped bring to fruition are the tip of the snow-capped iceberg for all that Snowflake has to offer. They were fun and exciting experiences that sparked conversations. They were souvenirs that sparked memories. Or maybe they were moments that made it to the topic of Monday morning’s Zoom call icebreaker.
When you put them all together, these little moments aren’t so little anymore. They speak to Snowflake as a brand and as a company – incredibly agile AI Data Cloud experts, with an agenda to share the fun with everyone. And that’s something we remember.
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