Branding the Hottest Conference After Party with Immersive Event Design

CrowdStrike toasts to the future at SFMOMA

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Creative strategy connects immersive event with commercial spot

Guests got cyborg-Western glam when global cybersecurity leader CrowdStrike transformed a major museum into a futuristic saloon. An immersive approach to event marketing helped the brand stand out from established tech giants and amplify its message to the 40,000-attendee 2024 RSA Conference.

The San Francisco Museum of Modern Art became “CrowdStrike Canyon” in an event setting inspired by the brand’s biggest primetime commercial spot yet. On television, a band of cyborgs rides into a dusty Western town to wreak havoc. Only to be stopped by a CrowdStrike cowgirl. Recreating that environment for the event dropped attendees into the center of the action and brought the “we stop breaches” tagline to life.

From the moment they walked in, welcomed by an electric fiddler, guests picked up on the pioneering futurism vibe. As they moved into Red Bird Saloon, they adorned themselves with temporary tattoos that added bionic elements to the business casual attire. Then, in the Red Velvet Casino, attendees enjoyed a vapor bar, money wheel and table games.

CrowdStrike Canyon Townsfolk roamed throughout, sharing swag and boosting energy. The legendary CrowdStrike “Adversary” statues were part of the fun, too. Clad in Western wear, the 14-foot creatures served up photo op-worthy “wow”. While the action was complete with craps tables, saloon dancers and a hot sauce challenge, a flash mob to Beyonce’s “Texas Hold ‘Em” brought down the house.

Strategy

Creative Services

Event Production

Technical Production

Behind-the-scenes partnerships enable a standout attendee experience

The quickest way to measure event success? Look at the line. This buzzworthy bash drew a queue around the block—proving attendees remembered the previous year’s Urban Jungle party and brought their friends. What’s more: The waitlist made a conference evening event feel like an exclusive club.

CrowdStrike trusted Hartmann Studios to top our 2023 RSA Conference evening event success and expand our role in creative strategy. Our partnerships and permitting experience with the city positioned us as the best choice for behind-the-scenes support. As such, CrowdStrike doubled our role without issuing an RFP.

We reinvented three spaces, securing CrowdStrike’s reputation for the splashiest party of the conference. Beyond concepting the 2024 evening appreciation event at SFMOMA, we worked on a 300-person networking mixer at Hotel Zelos, and designed an eye-catching backdrop, signage package and partner breakfast for Startup Nest at The Mint.

Bringing “you had to be there” flair is our specialty. And CrowdStrike’s no-holds-barred event approach helped reach a new frontier in audience engagement.

41,000+

RSA conference attendees

1,700

Western party-goers

flash-mob dancers

fiery hot sauces

happy client