The hackathon event, held during the annual Bridging the Gap Marketing Conference at Suffolk University, was an initiative powered by VistaPrint and supported by the Boston Celtics. Students formed teams to address a challenge related to growing awareness and increasing the number of applicants for black and minority-owned businesses in New England. Jeff Greenfield, CEO of Provalytics and a member of the Marketing Advisory Council for Suffolk University, participated as a judge in the event, providing valuable insights and feedback to the participants.