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Team ‘21, formerly known as Summit, was Atlassian’s reimagined user conference and flagship event. The rebranded event intended to signal an evolution of the event to become an industry conference, attracting professional teams and leaders from across every function and industry to convene and explore the intersections of modern teamwork, humanity, and technology.
Due to the complex global state of COVID-19 and the cancellation of all business travel, Team ‘21, normally an in-person event, was executed as a digital-only experience featuring in-studio, highly produced experiences including keynote presentations and product-focused content. To differentiate their event from others in the industry, the event team deployed a forward-thinking strategy featuring a 4-hour broadcast with live hosted segments, accessible for free to those who registered; combined with a paid, all-access pass that unlocked exclusive content targeted at their loyal customer base and users.
The overall objectives for Team ‘21 were to drive ongoing customer engagement, expand their audience, pioneer the next generation of digital experiences and create the ultimate teamwork experience. Through their robust content strategy, Team ‘21 aimed to deliver content that applied to all teams, that inspired, was new, engaging, and informative all while creating a one-of-a-kind experience with best-in-class tools that worked seamlessly together and delivered to a global audience. Team ‘21 had a goal to reach 37,500+ total registrants, and a 55% conversion rate resulting in at least 16,500+ unique customer viewers. Their engagement goal was to land an average of 245 minutes spent in the digital experience per unique registrants representing a 20% increase YoY.
In achieving the goal of creating the ultimate teamwork experience and in addition to the specific content created around how modern teams work, the event expanded on the annual Atlassian Team awards program which recognizes customer teams who had achieved significant business and/or social impact through the use of Atlassian Solutions.
The experience took place over 2+ days and broadcasted a combination of pre-recorded and live-hosted content in three time zones. The event featured more than 100 sessions and over 150 speakers. Special guests included author Malcolm Gladwell; world-class coaches Katie Sowers and Jill Ellis; Zoom CEO Eric Yuan and Slack CEO Stewart Butterfield; and Peloton CIO Shobhana Ahluwalia. An average of 577 minutes was spent in the digital experience, a 135% increase over the goal per unique customer viewer. The event team exceeded their conversion goals with a 67% conversion rate across all attendee types. In achieving their goal of driving broad audience engagement and reach, Team ‘21 reached 29K+ total registrants, a 6% YoY growth and 79% to the overall goal. They had 170 countries represented in registrants, a 275% increase in global reach and 79% of those registered customers were net new. Team '21 ran April 28-April 29th.
