A Brand Experience Brought to Life Midnight Summit 2025
Delivering a high-impact brand experience with expert event management
This case study explores how our full-service event agency delivered the Midnight Summit 2025, a first-year global event in London. By combining strategic event management, creative event strategy, and seamless hybrid delivery, we built a brand experience that engaged both in-person and online audiences while driving real ecosystem action.
The event goals
When the Midnight Foundation approached First Event, they had a clear ambition: to create a brand experience that didn’t just tell their story, it brought it to life. Every detail needed to make Midnight’s values tangible, trust felt, privacy experienced, and innovation celebrated.
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Design a threshold experience that fully embodies Midnight’s brand and mission.
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Connect developers, partners, and thought leaders.
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Demonstrate credibility and communicate a bold, forward-thinking vision.
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Make privacy and innovation tangible for attendees.
How did we measure the success of the event?
The Midnight Summit was felt far beyond the room, driving momentum that continues to build. By the end of Midnight Summit 2025, the results were:
- 1 million+ digital impressions
- 95% Excellent/Good overall experience rating
- 56% of partners initiated new collaborations
- 29,436 social interactions across X, LinkedIn and Instagram
- 300k+ organic impressions on Midnight‑owned social channels
- 94% would attend again or recommend
How did we choose the right event venue?
The right venue sets the tone for every aspect of an event, from attendee perception to technical possibilities. We needed a space that was functional, flexible, and aligned with the brand story.
That’s why we chose the Old Royal Naval College in Greenwich, London, a place steeped in history and the birthplace of time itself. Its grandeur and versatile spaces allowed keynotes to take centre stage in the main plenary, a high-energy hackathon to unfold with 48 developer teams, media and podcast studios to capture in-depth conversations, and multiple networking areas to spark authentic connections; all while every corner of the venue reflected Midnight’s bold, confident ethos.
What feedback did the client give?
“Thank you to you and the entire team for all the hard work, long days and attention to detail. It was truly a privilege to work alongside you all.We are absolutely thrilled with how everything came together.”
How did we deliver an engaging global hybrid event?
While the on-site energy was electric, the Summit was designed to scale far beyond the 462-person room. Midnight Foundation livestreamed the event content, extending the audience to over 786,000 people worldwide, exceeding reach by 131%. But it didn’t stop there. Combined with on-demand content on YouTube and social channels, the conversation remained alive long after the event ended, generating over 1 million digital impressions.
The hybrid approach wasn’t just about reach; it was about engagement. Interactive features allowed remote attendees to ask questions and participate in discussions in real-time. Re-air content added another layer of impact, delivering 92,800 additional views and over 64,000 minutes watched.
How did we bring the Midnight Summit to life?
The buzz started long before the doors opened. With targeted invites and regular updates, our strategic event marketing got the global community talking and excited. From staging and AV to a fully functional event website, we made sure the event technology matched Midnight’s bold vision and engaged their audience throughout the entire experience.
For this invite-only, global summit, we managed every delegate detail, from flights and accommodation to on-the-ground logistics, so attendees could focus on connecting, collaborating and creating.
And when it came to celebrating Midnight, we made it unforgettable. We designed an evening that wowed, inspired, and brought the community together, leaving every guest energised and ready to champion Midnight’s mission.
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