A Summer BBQ Experience

Client
Alteryx
Year
2025

Open laptop on a blue background displaying a website about Alteryx Virtual BBQ Bites and Insights.
A golden trophy shaped like a pyramid with the words '2026 PPAI WINNER' in white and navy text overlaying the image.

Bringing remote teams together: Whitestone created a custom redemption site that allowed Alteryx employees to easily order personalized BBQ kits, setting the foundation for an interactive virtual grilling experience that connected teams.

INSPIRATION

Summer can be one of the hardest times to engage customers and prospects. From vacations to summer hours, in-person attendance is often at its lowest, making it difficult to bring people together. Instead of seeing this as a setback, Alteryx leaned into the challenge, creating a virtual BBQ experience that made connection both possible and fun.

The goal was to design an event that blended professional learning with personal connection. By pairing live demos of their new Alteryx One platform with an interactive grilling session with Grill Master Mike Steele, Alteryx turned what could have been a low-attendance season into one of their most engaging programs of the year.

To create a seamless and interactive experience, Whitestone collaborated with Alteryx to design a custom-branded event kit and coordinate a live, co-hosted BBQ session. The event was structured to alternate between Alteryx demos and Mike Steele’s grilling expertise, creating a dynamic flow:

PLAN

REDEMPTION SITE: Whitestone built a pop-up ordering site where employees selected their kit items and shipped them directly to their homes across the U.S., Canada, and Latin America ahead of the event.

Vertical blue lines on a white background.

INTERACTIVE PARTICIPATION: Employees followed along using the items from their kits, creating a hands-on, immersive event.

ALTERYX DEMO: Starting out the event, Alteryx introduced the Alteryx One platform, showing attendees how the software integrates into daily workflows, tying back to the BBQ theme for a relatable learning experience.

GRILL MASTER SESSION: Mike Steele shared insider tips on preparing, seasoning, and grilling steak (or other proteins), including techniques like twining meat and achieving the perfect cook.

A bamboo cutting board with the brand name alteryx, a barbecue injector tool, and two jars of seasoning on it, with a black carry bag in the background.
Vertical blue streaks on a black background.
A camera set up in front of shelves with various bottles and jars of spices, awards, and trophy plaques on the wall.

Mike’s station

Each attendee received a custom-curated BBQ kit designed to enhance the at-home experience:

PRODUCTS

A hand pointing at a digital temperature display showing 0 degrees.
Outline drawing of an apron with neck strap and waist pocket
White thermometer icon on a black background.
Simple icon of two salt shakers or bottles side by side.
Outline drawing of a smartphone with a blank screen.
Outline of an open box with a geometric, diamond-shaped pattern inside.

JOHN BOOS ENGRAVED CUTTING BOARD: Laser-etched with the Alteryx logo for a premium, chef-trusted gift.

HEDLEY & BENNETT APRON: Durable and retail-quality, designed for an elevated grilling look with Alteryx branding.

THERMOMETER: To ensure perfectly cooked food.

SPECIALTY SPICE RUBS: Created and provided by Mike Steele

RECIPE & SUPPLY CARDS: Suggested proteins (steak, tuna, or mushrooms) and prep tips.

BRANDED PACKAGING: Thoughtfully assembled and fulfilled directly to employees’ homes.

Barbecue grilling tools set including a black apron, a wooden cutting board, two digital thermometer probes, two spice jars, and a metal skewer, all arranged on a light blue background.

RESULTS

The Alteryx Summer BBQ Experience transformed a seasonal challenge into one of the company’s most successful programs. With 300 custom kits shipped, the event brought together participants from across the U.S., Canada, and Latin America for a truly global experience.

Using rounded numbers, the program delivered over 830% ROI compared to original projections, and continues to grow as the event lives on as an On-Demand offering. With another activation slated for November, results are expected to increase even further.

What began as a solution to low summer engagement has since become one of Alteryx’s top pipeline-driving programs, second only to Free Trial. Whitestone helped transform a seasonal problem into a scalable, high-impact solution that employees will remember long after the grill cooled down.

Laptop screen showing a virtual meeting with multiple participants and a video of hands preparing raw meat on a cutting board.