Ektron provides web management software that powers corporate websites, intranet portals and social communities. Their advocacy leader built an advocate marketing program focused on their best customers. They decided to mobilize advocates to generate excitement at their annual customer event, Synergy.

Before the event, they created a number of campaigns. A great example of Ektron's successful campaigns designed to drive engagement and get their advocates invested in the event was the "one great song" campaign. They asked advocates to suggest songs for the breaks in between sessions and, because of the popularity of the program, the event's music playlist was based entirely on customer requests.

Overall, Ektron's advocate marketing efforts yielded the following results:

• 40 customer-generated videos crowd-sourced from advocates for the opening keynote.
• Dozens of hours of customer interviews.
• 90% of conference tracks were customer generated content and, as a result, were oversubscribed.
• 500% increase in "Site of the Year" award submissions for Ektron over the previous year.