Women In Tech Hackathon for INFINITI Labs

Designed and delivered a 2.5-day hackathon in partnership with Startup Weekend to position INFINITI as the premium brand for founders. 50 participants, 20 pitches, 8 teams — followed by a second edition in Beijing.

50 participants, 20 pitches, 8 teams

20,000+ social media reach

3 newspaper features

Replicated in Beijing

Women In Tech Hackathon for INFINITI Labs — photo 1

The Ask

INFINITI Labs wanted to deepen engagement with the entrepreneurial community across Asia and position the brand as the premium choice for successful founders. The brief: design and run a hackathon that drives real brand equity — not just logo placement — within local startup ecosystems.

Target Customers

Early-stage founders, aspiring entrepreneurs, and women in tech across Hong Kong and Greater China.

What We Did

Secured the project after INFINITI discovered our involvement in local community events. Led a team of 4 organizers from inception to completion: aligned with INFINITI global HQ on brand positioning goals, recruited mentors and judges, managed ticket sales, and coordinated partners. Designed a "Women In Tech" themed hackathon with a bootcamp, immersive brand experiences at INFINITI Labs Hong Kong, and a structured pitch competition. 50 participants pitched 20 ideas and formed 8 teams to develop solutions over 2.5 days.

Key Insight

Brand equity with founders is built through genuine participation in their journey — not sponsorship banners. By embedding INFINITI into the experience itself (venue, mentoring, storytelling around founder success), participants naturally associated the brand with ambition and premium quality. The format worked because it created real value for participants, not just exposure for the sponsor.

Recommendation

Scale the format across markets with local adaptation. The combination of a strong theme (Women In Tech), hands-on brand integration, and community partnership (Startup Weekend) proved replicable.

Outcome

The event generated 20,000+ Facebook views, reached 10,000+ newsletter recipients, earned coverage in 3 local newspapers, and drove 6,000+ Twitter impressions. A second edition followed in Beijing.

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