Baldor Electric Company designs, markets and manufactures industrial electric motors, drives and mechanical power transmission products. Every two years Baldor holds a two-day gathering of important publishers and editors, giving them all a chance to see firsthand new technology, industry studies and meet the Baldor people behind the products.
Instead of two days of powerpoint presentations, we recommended the event take on a "rock n roll tour" atmosphere, treating the publishers like rock stars.
In an effort to increase participation in the digital space, we developed a Twitter competition that included using a hashtag for easy tracking. Participants were encouraged to share their experiences on the tour for two days. By the end of the tour, hundreds of tweets were sent, reaching thousands of industry professionals. Many participants created their first Twitter accounts to join the conversation with their tour mates.
Within five months of the event, Baldor received earned editorial coverage directly related to the tour from 15 major publications.