The SAP Experience Center brought the “new SAP” to life at SAP Sapphire. It guided visitors through the story of a major sporting event—from early planning to game day—and ended with a special souvenir.
Andreas Wendel is very pleased with the outcome: a total of 11,200 visitors explored the SAP Experience Center at SAP Sapphire Orlando and Madrid. The self-contained exhibit drew customers, partners, SAP employees, media representatives, and analysts alike. Across the two identical centers, visitors also joined 123 guided tours.
“The rush of visitors was so great that, in Orlando, the line at times wrapped all the way around the center, which covers roughly 1,000 square meters,” says Wendel, head of Innovation Experience Services at SAP.
So what was inside the oversized box in the middle of the show floor? What were visitors willing to wait more than an hour to experience?
Sports create an emotional connection
