The Xperience Conference
10x Genomics deliver their inaugural global virtual event.
For 10x Genomics, a leader in biological research technology, the international conference scene is of huge importance. With a global shutdown in 2021, 10x Genomics challenged 2Heads to design and deliver their first global virtual event. Launching the 10x Genomics event program for the coming year, Xperience 2021 also needed to encourage product engagement and illustrate the knowledge of 10x research scientists, providing equal credentials in an online pharmaceutical world that is busy, competitive, and where innovation is hard to illustrate.
The Brief | Illustrating Leadership in Innovation
We created and hosted a virtual conference experience that included experience design, ticketing, broadcasting, streaming, networking and content communication to launch 10x Genomics into the online conference scene as leaders in technological development. Launched on our proprietary EventHive VX platform tool, Xperience ’21 was delivered via two global sessions and attracted over 5000+ attendees to network, learn about the latest scientific strides made at 10x Genomics, and experience how 10x is expediting the future of bioscience.
The Solution | Showcasing Product Roadmaps
We created a film-quality experience with multiple arenas that played host to the different threads of the 10x Genomics product series. The virtual content hub showcased the 10x Genomics 2021 product roadmap and facilitated live panel sessions with audience Q&A focusing on the company’s Chromium single cell, Visium spatial and In Situ platform. A rich daily experience schedule in collaboration with scientists worldwide included a range of activations, debates, talks and interviews.
The Solution | Illustrating Expertise
Touchpoints informed visitors about 10x Genomics technology and shone a light on internal projects and development efforts. Immersive engagement through AR product launches highlighted unique scientific success stories. These highly anticipated experiences featured new and exclusively streamed content discussed via multiple live breakout panels with interactive Q&A encouraged by experts.
We are incredibly proud of our first Xperience event and have received amazing feedback from across the industry. The 2Heads team provided invaluable expertise and the EventHive VX platform has set a new bar in the life science sector when it comes to producing virtual events. We’re already looking forward to 2022.Edwin Huaw | VP Marketing | 10x Genomics
The Results | Encouraging long-term community connection
We captured connections and conversations leading to product sales via the Marketo API integration with EventHive VX so that KPI data could be analyzed and used for future marketing/outreach. Xperience ‘21 was supported by press releases, a pre and during event social media call-to-action and a series of invite campaigns to keep key stakeholders engaged.
Guests from over eight-seven countries were able to join Xperience ’21, regardless of time-zone and scheduling differences. The 10x Genomics product map was creatively delivered to stakeholders with buy-in for the future product launches baked in. 10x Genomics benefited from a substantial increase in conversations leading to product sales and the whole team considered this campaign an unqualified success.