Success story · Telefónica

MWC Telefónica

208.422

Interactions in the virtual world

Case summary

A virtual twin of Telefónica's stand at the Mobile World Congress, accessible from anywhere in the world and with an average visit of 12 minutes.

Telefónica is one of Spain's leading companies and a global benchmark in telecommunications. Every year, its stand at the Mobile World Congress in Barcelona is one of the most visited at the world's most important technology event in the sector. Aware of the growing weight of digital presence, the company decided to go a step further and also develop the virtual version of its stand: a digital twin that lets users anywhere in the world explore the company's most innovative solutions regardless of time or place. An accessible, global, immersive experience that extends Telefónica's innovation beyond the event itself.

Client

Telefónica

Sector

Industry 5.0

Service

Acciones RSC digitalizadas · Transformación digital

208.422

Interactions in the virtual world

34.737

Unique users

Minutes of average visit duration

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01 The challenge

Extending the MWC stand beyond the event.

Every year Telefónica faces one of the great moments in the global technology calendar: its participation in the Mobile World Congress in Barcelona. Its physical stand is one of the most visited at the event and a flagship showcase for presenting its bets on 5G connectivity, the Internet of Things and digital transformation solutions. But the reach of an in-person stand is limited by the venue's capacity, the days of the event and visitors' ability to travel. The challenge was to extend the experience beyond MWC, taking the stand to a global audience, accessible at any time and from any device.

02 The solution

A globally accessible virtual twin of the stand.

The solution is the virtual twin of Telefónica's stand at the Mobile World Congress, a digital recreation of the in-person experience that integrates with the physical event and extends it to the online channel. Any user, from anywhere in the world, can explore the virtual stand, discover the 5G connectivity and IoT solutions, interact with the content and dig into the company's strategic bets at their own pace. The experience, accessible from the web, multiplies the reach of the physical stand, extends the conversation with visitors beyond the days of the event and creates a new form of immersive participation.

Next step

Conseguimos 12 minutos de duración media por visita al espacio. ¿Qué podríamos conseguir con tu empresa?

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Key learnings

What this case teaches the sector.

Un stand de feria deja de ser un evento puntual.

La presencia en grandes ferias internacionales concentra una inversión muy alta en pocos días. Un gemelo virtual del stand transforma ese pico en una experiencia continua que sigue generando alcance, interacciones y leads cuando la feria ya ha terminado, multiplicando el retorno de la inversión sin replicarla.

12 minutos de duración media son una métrica excepcional.

La mayoría de páginas corporativas y campañas digitales se miden en segundos de permanencia, no en minutos. Cuando un usuario dedica 12 minutos a recorrer voluntariamente un stand virtual, no está consumiendo contenido: está explorando. Esa diferencia cambia profundamente la calidad del lead y de la conversación posterior.

Las tecnologías abstractas se entienden mejor experimentándolas.

La conectividad 5G, el Internet de las Cosas o las soluciones de telecomunicaciones avanzadas son conceptos difíciles de explicar con fichas técnicas. Un entorno virtual permite mostrar cada solución en su contexto de uso, convirtiendo lo abstracto en una experiencia comprensible para públicos no especializados.

El stand virtual es un activo, no un gasto del evento.

Diseñar el gemelo digital con vida útil más allá de los días de la feria —accesible desde la web corporativa, integrado en otros eventos, reutilizable como activo de marca— convierte la inversión en una pieza de comunicación con retorno continuado. La feria es el momento, el gemelo es el legado.

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