On a cool spring day in March, top IT executives and members of the media gathered at Toronto’s Arcadian Court to discover the latest release of Microsoft’s Lync 2013 communication solution. This one day conference was a showpiece for Starshot’s experience design (XD) event planning methodology designed to engage audiences with an immersive customer-centric experience.

The Lync Conference Canada was a chance for the leaders in Canada’s IT industry to get hands-on with the next generation of Lync and walk away with an understanding of how enterprise communications is changing rapidly towards a more unified, mobile workplace.

The event included keynotes by Microsoft Canada President Max Long; Derek Burney, Corporate VP, Skype Division Microsoft; and David Giambruno, SVP and CIO of Revlon each spoke about the advances made in unified communications with Lync 2013. This was followed by three streams of breakouts led by Microsoft and key Partners such as Plantronics, Jabra and Rogers. A Partner expo with 22 sponsor booths also gave guests an opportunity to see the latest hardware advancements and solutions from Microsoft Partners.

Lync Conference Canada played an important role in driving business and technology media coverage as well as receiving significant social media amplification through a targeted event campaign.

Overall, success is measured by ROI overtime and Microsoft was able to achieve its objectives of firmly establishing Lync 2013 in the marketplace with Canada’s IT leaders and business decision makers.