We leaned on digital channels, with email doing most of the talking, supported by social promotions and a simple registration microsite.

Email journeys and social posts shared glimpses of what was coming. Breakout theatres, solution showcases, and immersive tech experiences were teased along the way, giving people reasons to stay curious.

The microsite made it easy to explore sessions, speakers, and solution areas, and to register without friction. Communication stayed steady before, during, and after the event, helping SAP NOW stay top of mind.

At the venue, large-format video content supported sessions and kept the story moving through the day. A live performance by Shankar-Ehsaan-Loy added to the sense of occasion and was shared widely through social and email to spark excitement.