Content Marketing World

Using an event app to empower attendees to make real, personal connections

Content Marketing World (CMW) is an event held in Cleveland, Ohio, for marketing professionals to learn and network with the industry’s best and brightest. With attendees from top brands including Google and Intel, 1,000+ attendees came from around the world to learn how to build the best content marketing strategies possible.

FLIRT Communications

FLIRT Communications (FLIRT), agency partner for The Content Marketing Institute (CMI), wanted to build an app that truly embodied the event’s theme of “Discover Your Story,” empowering attendees to make real, personal connections with their industry colleagues and meet new people with similar interests.


Building a mobile event app for a crowd of content marketers is a lot like cooking dinner for a chef, so FLIRT had to go above and beyond. The biggest priority was encouraging social interaction through the app. For the app to be successful, it had to build sustained interest and reinforce the event’s key messages both prior to and during the event.

On a practical level, the app also needed to make it easy for the organizers to update an ever-changing event schedule. They wanted to eliminate the cost of reprinting programs, and use the app instead to edit content on the fly, schedule promoted posts, and queue up push notifications.

"Downloaded the app and getting more excited for the conference!"
Alexandra B.,
app user


With their social-driven strategy in mind, FLIRT chose DoubleDutch to power CMW’s application because of the emphasis on social, user-friendly design.

The app gave participants all the social sharing features and agenda items they could ever ask for: they could check-in to speakers and sessions, comment on the agenda items, post photos of the event, network with attendees via shared interests, push messages out to social media, read related articles, browse social networks, and even participate in a customized leaderboard competition through the app.

FLIRT was able to use DoubleDutch’s web-based dashboard to configure promoted posts and push notifications ahead of time, instantly update agenda content, and check out what sessions and speakers were trending based on users’ in-app preferences.

"The Content Marketing World app was so outstanding that I didn’t crack open my printed guide once. Didn’t need to... It was not only innovative, it was invaluable."
Deana Goldasich,
Well Planned Web


Aside from great design and functionality, FLIRT knew that pre-show promotion and the on-site experience are fundamental to the success of a mobile app. To encourage participants to make real connections with each other, FLIRT implemented multiple creative strategies.


With sky-high engagement, facilitated in-person networking, seamless communication, and in-app content discovery, the app was everything they hoped for.

The gamification elements amped up in-app interaction, and the clever pre-event communication enabled attendees to make powerful in-person connections. The CMW app became a modern-day water cooler, empowering the tech-savvy attendees to discuss the event’s content with their peers on a single platform.

"Love the app! Can’t wait for the conference although I’m really struggling to pick from all the great sessions!"
Jill T.,
app user
"Anyone else loving how robust the #CMworld app is!?"
Rachel V.,
app user

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