Owning the conversation at CES
CES and SXSW social business strategy built from trend research, social listening, influencer strategy, message development, and real-time campaign activation.
Total reach
User shares
Lift from previous year
Dell needed to raise awareness for The Dell Experience at CES, amplify awards and product stories, and capitalize on its Spider-Man partnership in a crowded conference conversation.
- 01
Used seven years of CES trend research and social listening to inform strategy, message development, and paid social.
- 02
Built a surprise-and-delight plan around Tom Holland, Spider-Man: Homecoming, and Dell technology in the film.
- 03
Activated influencers, social war room coverage, A/B content testing, and daily analytics optimization.
A closer look at the Dell CES work.
Dell Technologies · CES strategy
Turning seven years of listening into a real-time CES playbook.
The strategy started with CES trend research, social listening, and big-data analysis so Dell could show up in the right conversations before, during, and after the event. The work connected The Dell Experience, product awards, paid social, message development, influencer strategy, and daily optimization into one activation system.
The focus was not just posting at CES. It was building a social business strategy that could respond in real time while still laddering back to Dell’s venue, products, and brand partnerships.
Dell Technologies · Spider-Man partnership
Creating a surprise-and-delight bridge between Dell, Tom Holland, and Spider-Man.
The campaign used Dell’s connection to Spider-Man: Homecoming to create a more ownable CES story. The team built a plan that let influencers release sneak-peek content first, giving fans and media a reason to seek out Dell’s channels during a crowded conference conversation.
The idea turned a product placement into a social moment: Dell systems appeared in the film, and the CES activation made that connection discoverable, shareable, and press-worthy.
Dell Technologies · Results
Owning the CES conversation with reach, shares, and lift.
The activation helped Dell own top conversations on social media for CES 2017, earn A-list press mentions and user-generated content, and drive gains in venue traffic, follower acquisition, sentiment, and social engagement.
The work delivered 376 million total reach, 83.5k user shares, and a 238% lift from the previous year.
Dell owned top CES conversations, earned A-list press and user-generated content, and achieved the #1 Instagram post for #CES2017.