Motorola’s comms leader shares virtual events tips

For Motorola, the pandemic posed an acute problem: How can big events that used to generate excitement for new products be recreated without in-person gatherings?

The company had important products to promote, including the Motorola razr 5g, its latest phone primed for the growing consumer demand for devices that can handle 5G wireless connections. Luciana Vedovato, executive director of global communications at Motorola, says the team had to take a targeted approach with each market and product to hit the sweet spot for virtual events.

Luciana Vedovato

“While it was crucial to create virtual launch experiences that were just as immersive and unique as previous in-person product moments, we also realized nowadays, that less is more,” she says. “Throughout the year, we paid careful attention to not overwhelm our audiences with too many activations, options and details. Attention spans are short, so events must cater to that.”

Different products also required different approaches.