Case Study: MAD//Fest achieves hybrid and virtual event success with Webex by Cisco

How MAD//Fest became a hybrid event trailblazer

MAD//Fest is a UK marketing, advertising and disruption festival founded by Dan Brain and Ian Houghton that set out to upend stodgy in-person events. When COVID-19 hit, the organizers faced the challenge of quickly transforming their immersive festival into virtual and then hybrid formats while preserving the live energy, audience engagement, sponsor value and global reach.

Working with Webex Events (formerly Socio) and its professional services, MAD//Fest rebuilt its experience with a branded mobile app, RTMP player, Slido polling, gamified networking, sponsor video rooms and analytics. The approach powered a five-day “99 Club” virtual event with 23,000 attendees and 700 speakers, a 2021 hybrid festival with 4,000 in-person and 4,000 virtual attendees, over 21k connections (7.5 per attendee), an 82% sponsor renewal rate, and industry awards for Best Hybrid Event and networking excellence.

MAD//Fest

Dan Brain

Co-Founder