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Creating the Perfect Brand Experience

The Challenge

Yahoo was hosting a major hackathon event in London and needed to create a dynamic experience for its ‘hackers’. With the 24-hour ‘marathon nature’ of the event providing certain technical challenges, and with just six weeks to deliver, the challenge was on for MCI to come up with the right creative solution.

The Solution

Aside from their most basic requirement of bandwidth, our insight team identified comfort, convenience, surprise and creativity as major satisfaction drivers for the hackers. MCI created a robust Wi-Fi-enabled environment with sufficient bandwidth, and provided comfort and convenience by making pizza, hot dogs and doughnuts a strategically relevant part of the event. Event space was also informed by audience insights, with dynamic, technical and self-contained areas to encourage creativity and concentration. Bold colours and innovative branding increased inspiration, while unconventional signage such as “I need to pee” “I need food” and “I need sleep” perfectly reflecting the attendee state of mind.

Lasting Results

Acknowledged as the most successful hackathon ever by Yahoo, 390 hackers engaged with the company to develop exciting prototypes.
The event design set a new standard for the Yahoo live experience, while flawless technical delivery provided uninterrupted internet connectivity for 500+ devices across the event.

Yahoo’s recruitment team handled over 20 recruitment enquiries, resulting in five direct hires.

“Our most successful Hack yet; MCI's insight and ideas have engaged new and exciting talent with Yahoo.”

- Anil Patel, Head of Global Developer Outreach, Yahoo Developer Network