Hey there, marketing mavens! The JupiterOne team is just back from the RSA Conference in San Francisco, where we spent the week networking, learning, teaching, and — most importantly — connecting.
There’s a lot of competition in the cyber security market, for sure. But underneath everything, we are a community that embodies the “Stronger Together” theme of this year’s show. We share the goal of making the lives of the security teams we serve better, so they are able to protect the public from malice.
Our day-to-day is serious business. That's why we relished the opportunity to walk the floor at the RSA Conference, which offers a creative outlet for our fellow marketers to transform empty floor space into dazzling, immersive experiences that let attendees feel like they've been transported to another dimension.
First, some BTS (behind the scenes) for you. At JupiterOne, we embraced an intergalactic theme that let us feature our rockstar mascot, Pickles the Alien, while also highlighting our message that the best way to get the most out of your security program is to first understand what cyber assets you have. Once you understand that “space” as the foundation to your security program, JupiterOne as a platform unifies all your security processes and point solutions to answer questions quickly with business context.
Pickles did a great job engaging our visitors and bringing a smile to the faces of harried (and slightly hungover) attendees. More than that, they cheerfully traveled to other booths, using their out-of-this-world intellect to help us finalize our shortlist.
So let's give a round of applause to some of the most creative booths at RSA Conference and the teams that brought them to life!
Crowdstrike
For those who follow Crowdstrike’s ‘adversaries’ campaign, you will undoubtedly have seen their towering Universal Studio-like characters come to life at other events. This year’s RSA did not disappoint! Wizard Spider was a crowd magnet, and we loved his body armor with giant red spider legs to match the overall booth color scheme.
Off to see the WIZ-ard
We can only imagine the creative conversations and months of production work that went into this Wizard of Oz-themed booth, complete with a Yellow Brick Road and delightful small details. In speaking with their Strategic Events Manager, Jasmin Ozeri, we learned that Wiz went all-in on creativity and was (as far as we could tell) the only booth at RSAC that did NOT say what they do on their signage. Instead, they relied on their dramatic interpretation of this classic story to draw folks in for a conversation.
(We feel obligated to point out that while our competitive marketing spirit has been activated, Wiz as a product works well alongside the JupiterOne offering. In fact, we’re in the process of releasing the first integration to bring cloud vulnerability findings from Wiz into the JupiterOne platform to enhance vulnerability prioritization. For now, Pickles and the Wizard of Oz crew are simply hanging out. But look for the official announcement to come soon!)
SANS Institute
We admired what this industry-leading training and certification company did with their smaller space. First, kudos for getting a primo spot across from the Formula 1 race car! (Half the battle at RSAC is “location, location, location.”) The TV studio set was on brand for a training company, and in talking to their booth staff, we learned they “opted to spend less money on t-shirts and more money on people attending.”
Given the buzz on set, we think SANS nailed it!
Cisco
Amidst the whirl of colors and bling that is RSA, the Cisco booth stood out because it gave our eyes a place to rest. Cisco’s clean lines and modern, minimalist spaces with high-tech experiences brought an inviting aura of tranquility and sleek sophistication to the scene. Yet within this simplicity, they made a huge impact – as evidenced by this shot of Pickles with (count ‘em) three Cisco logos! Their creative spirit shined in how they engaged their audience, including a passport program and a lock-picking event.
Splunk
We simply can’t resist the pinks and oranges of Splunk’s core brand! The booth’s open design and inviting seating area with interactive screens meant there was space to do it all - from personalized demos and mini-theater presentations to Formula 1 race car simulation experiences - all while enveloped in the uplifting color tones we love so much.
Looking forward to RSAC 2024
Thanks to all our marketing friends who worked so hard behind-the-scenes to make this show a success. You should all take a much-deserved breather; we know how draining the conference scene can be!
We’re looking forward to more creativity and seeing y’all at RSAC 2024!
