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The show must go online

HPE Discover, HPE’s annual marquee event, brings people from all over the world to participate in keynotes and panels with HPE leaders and celebrities, breakout sessions with industry experts, and coveted training and certification classes. But the spring of 2020 brought COVID-19. An in-person event was impossible; HPE seized the opportunity to deliver something completely different, demonstrating the power of technology through the HPE Discover Virtual Experience.

The challenge

The effort required to deliver the HPE Discover event has always been formidable, requiring months of work from a dedicated HPE team, as well as partners such as Adcetera, to make it happen. Add to that a complete reimagining of the event — from presentation logistics, to content delivery, to participant experience design in the virtual space — and it became a truly daunting task.

HPE Discover Virtual Experience 2020 desktop and mobile interfaces provide opportunities for audience engagement


As an HPE event partner since their founding, and with our new virtual events service offering that provides turnkey solutions for virtual events, Adcetera helped support the HPE team with program strategy, marketing strategy, content development, and evaluation.

HPE Discover Virtual Experience 2020 keynote and breakout sessions provide a variety of rich content


The Adcetera team, made up of content strategists, digital strategists, experience designers, interactive developers, and writers, was embedded within the HPE Discover team, working daily with HPE stakeholders and a host of other vendors to help deliver technology, strategy, and content for the HPE Discover Virtual Experience.

  • Strategy
    Our creative strategists were engaged early in discussions around duration and cadence of events to optimize engagement and retention, and we helped advise on opportunities for content syndication after initial airing. We were further involved in pre-event marketing and communication as part of the core team developing and executing strategy for the event’s promotional website.

  • Content
    In addition to our participation in promotional messaging and positioning development, we provided detailed assistance with scriptwriting and production of keynote sessions, as well as the creation of supporting content for presentations, including motion and design assets.

  • Technology
    Adcetera’s programmers and developers created custom-coded modules to deliver key functionality within the virtual event platform.
HPE Discover Virtual Experience 2020 offered a dynamic list of company speakers and guest presenters


In a matter of weeks, HPE went from planning to execution with the support of Adcetera’s strategy and creative teams. The result was a marquee event that attracted participants from all over the world to experience live keynotes and panel discussions, breakout sessions, and training events—just as they did at previous Discover events in Las Vegas.

HPE Discover virtual experience infographic
HPE Discover virtual experience infographic mobile