GitHub Universe is the flagship event for GitHub, typically held in San Francisco for the company’s most fervent fans. In 2020 the global pandemic kept everyone at home and pushed the event online. Social Media became the core of an omnichannel marketing strategy to generate virtual attendance. By leveraging a combination of paid, organic, and influencer content I exceeded viewership targets by more than 3X.

This event was so successful that even in a post-covid world the template has remained the same.