Expo Milano 2015: A Great Example of Social Media Marketing

Expo Milano 2015 is the Universal Exhibition that Milan, Italy, hosts from May 1 to October 31, 2015. The Expo in Milan is part of a series of world fairs that date back to 1851. The event takes place every five years and is meant to be an opportunity to showcase local culture and architectural innovation.

In 2015, over this six-month period, Milan becomes a global showcase. More than 140 participating countries show the best of their technology that offers a concrete answer to a vital need: being able to guarantee healthy, safe and sufficient food for everyone, while respecting the Planet. In addition to the exhibitor nations, the Expo also involves international organizations, and expects to welcome over 20 million visitors to its 1.1 million square meters of exhibition area.

A platform for the exchange of ideas and shared solutions on the theme of food, stimulating each country’s creativity and promoting innovation for a sustainable future, Expo 2015 gives everyone the opportunity to find out about, and taste, the world’s best dishes, while discovering the best of the agri-food and gastronomic traditions of each of the exhibitor countries.

Feeding the Planet, Energy for Life

With Milan selected as the host-city for the Universal Exposition, Italy then chose Feeding the Planet, Energy for Life as its central theme. Expo Milano 2015 talks about the problems of nutrition and the resources of our planet. The idea is to open up a dialogue between international players, and to exchange views on these major challenges which impact everyone.

Expo Milano 2015: A Great Example of Social Media Marketing

The good thing about Expo 2015 is that it is really ‘social.’ The expo has the whole team of social media marketing professionals that update and share any news and information regarding the event on all channels. They manage to perform activities and engage with people in ways that only social media allows. Bridging the gap between human and digital relations among people is the main purpose of social media, isn’t it?

Thanks to social media, this Expo extends far beyond its physical visitors. The social media marketing team reads and responds to every request in real time. To make visitor’s feedback important, every official profile is open to comments from everyone with the aim to promote a constructive dialogue between users and Expo Milano 2015. Exhibiting countries are being encouraged to make full use of social media, with support including an official social media guide.

On Twitter, Facebook, Instagram, Pinterest and Tumblr you can find official content (news, photos, videos, links, etc.) and the materials authorized and created by the fans/followers of Expo Milano 2015. The official hashtag of the expo is #Expo2015. Other popular related hashtags are #expoexperience, #expo2015milano, #expomilano2015 and #FoodConscious.

The official Expo social accounts count millions of followers and its vibrant social media hub is curating all the social posts and conversations happening around the world.


For service information related to the expo site, its events, purchase of tickets or public transportation in Milan, visitors can rely on the twitter profile @AskExpo, the social info-point of Expo Milano 2015 active every day.

This full and total engagement on Social Media happens for the first time.

Shanghai 2010 was technically the first Expo of the social media age. But five years ago, Instagram, Tumblr, Twitter were just babies and even Facebook was only starting to get its popularity. Milan 2015 is clearly the first fully social and digital Expo.

Heavyweight infrastructure partners ensure exhibitors and – real and virtual – visitors can make full use of the latest technology. Expo Milano 2015 users in a new model for the Universal Exhibition. For this is not only a showcase of the best technologies for a sustainable future, but a global, interactive event. In keeping with the always-on nature of social media around the world, the Milan Expo is also the first to stay open at night.

Milan Expo 2015 is a major communications opportunity for marketers and brands. But with such an overwhelming amount of content already being generated, participants will be looking at how they can stand out – and maintain engagement – during the six months of the Expo.

Read also: Event Marketing: 5 Lessons we can learn from Shell

The Digital Tools for Getting to Know Expo Milano 2015

Expo has a strong digital side. In the drive to broadcast its theme: Feeding the Planet, Energy for Life far and wide, Expo is harnessing some of the most innovative digital tools available.

Advanced technological solutions assist in promoting and spreading Expo Milano 2015’s message, starting with the web platform.

In addition to the official website, ExpoNet magazine provides more in-depth coverage, and the Expo Worldrecipes community invites contributions from food enthusiasts worldwide. Meanwhile, the Exposition’s Virtual Tour platform provides a preview of what to see at the Expo. Bloggers and influencers can ask for information about Expo Milano 2015 accreditation by filling in the dedicated form.

There are also the official apps, created for accessing information from mobile devices. In downtown Milan, computer kiosks around the city help passers-by become familiar with the main ideas of the Universal Exposition.

Thanks to the digital world of Expo Milano 2015, the event is yours to explore in detail in this section, page after page: the Participating Countries, the Clusters, the Thematic Routes, the Projects.

In order to help with the work of journalists and all members of media, Expo Milano 2015 launched a new digital platform to collect downloadable files and assets.

The Media Centre and the participants of Expo Milano 2015 uploads contents so that all users can be informed about upcoming events and initiatives.

The platform contains press releases, official photos, publications, guides and all that can be useful to know about the single appointments and hosted countries.

The platform is accessible here. Once you fill out the fields of the registration form, you will receive a confirmation e-mail.

The conclusion is that Milan Expo 2015 is a great example of Social Media Marketing and how digital communication can be effective in promoting and improving mega events.

Have you visited Expo Milano 2015? What marketing technologies and tools used there you would like to implement in your work? Please share with us in the comments.

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