element14 - an electronics component distributor - asked Harlo to help drive engagement among their global audience and to increase community registrations on their website. We dove into researching element14’s customer behavior to find an idea that would unite and inspire their global audience. In this process, we uncovered the world of “Hackerspaces” - community workshops that provide tools and resources to collectives of engineers, programmers, welders, mechanics and all manner of geek-types. We developed a program that would bring Hackerspaces worldwide together in what we dubbed “The Great Global Hackerspace Challenge”. The Challenge was simple: Create something that will have a positive impact on education that requires the use of a micro controller and a portable power supply. Ultimately, 28 teams from around the world participated in the 2-month build, and a panel of industry celebrities selected 3 semi-finalist teams to be flown to the Maker Faire in Silicon Valley for the final showdown. Each team presented their creations to the panel of judges, and the Charlotte, North Carolina Hackerspace was crowned the winner in front of a live audience.
We originally hoped to drive at least 10 team submissions, and were pleasantly surprised when we surpassed that goal by nearly 300%. The video content produced by all 28 Hackerspace teams was successful in driving conversation and registrations on the element14 website among a global audience, and the live champion selection event helped element14 win the Editor’s Choice award at the Maker Faire.
Marketing & Campaign Strategy