The event, held at the Ricoh Arena in Coventry, was attended by 322 graduates and 211 apprentices who were starting their careers at the iconic car manufacturer. Held over five days, the programme gave attendees a comprehensive induction into the company’s values, history and heritage, introducing them to key figures from within the organisation and letting them get hands-on with the quintessentially-British brand’s pioneering and innovative vehicles. Attendees met their managers for the first time (there were 289 Jaguar Land Rover staff at the event) and visited nearby production plants at Solihull, Castle Bromwich and Gaydon, as well as the British Motor Museum. Outside inspiration came via a session with England netball player Tamsin Greenway.
The event’s app was designed and built in conjunction with SpotMe. Along with a live event feed, audience polling and logistical information, it had augmented reality functionality which distributed a virtual quiz around the venue. Attendees earned points throughout the week by asking session questions, completing tasks, interacting with content and engaging with their peers.
Dan Walker (Head Of Content, SPARK THINKING) said: “It was privilege to be involved in such a great event for the second year running. Our involvement last year provided us with a great platform to develop the content and build on the elements that engaged the audience. For this year’s programme we further reduced the plenary sessions so there was only approximately 30% traditional learning methods, with the rest of the programme made up of challenges, experiences and activities, all of which will help embed the Jaguar Land Rover Customer First Principles.”
Ewan Jamieson (Social Media Manager, SPARK THINKING) added: “Designing a digital attendee journey for an event where the audience is young and tech-savvy was so much fun. Common client concerns – such as a low app adoption rate, incompatible mobile devices or poor engagement levels – weren’t a problem in this instance, meaning we could run wild with ideas and features. That said, it was not just a case of chucking the latest technology at a crowd and expecting it to work. We worked in close collaboration with Jaguar Land Rover and SpotMe to create a functional framework to house compelling content as well as the sort of vital employee information you need when starting a new job. The digital footprint of this event reflected Jaguar Land Rover’s fantastic story to date, highlighting the company’s ambitions for the future and setting the tone for the exciting careers these people are embarking on.”
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