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

Digitized CSR actions · Digital transformation

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

We managed an average duration of 12 minutes per visit to the space. What could we achieve with your company?

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Key learnings

What this case teaches the sector.

A trade fair no longer remains a one-off event.

Being present at major international trade shows brings together a very high level of investment in a few days. A virtual twin of the stand transforms that peak into a continuous experience that continues to generate reach, interactions, and leads even after the trade show has ended, multiplying the return on investment without replicating it.

12 minutes of average duration is an exceptional metric.

Most corporate pages and digital campaigns are measured in seconds of dwell time, not minutes. When a user spends 12 minutes voluntarily browsing a virtual booth, they are not consuming content: they are exploring. That difference profoundly changes the quality of the lead and the subsequent conversation.

Abstract technologies are best understood by experimenting with them.

5G connectivity, the Internet of Things, or advanced telecommunications solutions are concepts difficult to explain in technical terms. A virtual environment allows each solution to be presented in its context of use, turning the abstract into an experience understandable to non-specialized audiences.

The virtual booth is an asset, not an expense of the event.

Designing a digital twin with a lifespan beyond the fair days — accessible from the corporate website, integrated into other events, reusable as a brand asset — turns the investment into a communication piece with continuous return. The fair is the moment, the twin is the legacy.

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