MAKING IBM MATTER
Research showed that decision-makers were unsure what IBM does at the Wimbledon Championship and that the most significant influence on perception of technology companies is experience of their people.
Our challenge was to introduce IBM’s people to decision-makers much earlier in the process, making IBM matter to its target audience.
We introduced the IBM Data Capture Team who play a vital role in providing the world-class data, statistics and insight made available by IBM to commentators, players, coaches and fans the world over.
CAN MEETS DO
The #MakeTheTeam game challenged players to capture a variety of data points from Wimbledon matches, just as the Data Capture Team do. Speed and accuracy were vital to the game which was played through a dual screen link up between PC and phone app. The campaign also involved extensive online media, a partnership with the Telegraph and social activity.
The game was used to stimulate interest in IBM and other IBM content – related to the tennis – and content ‘bridging’ into business needs continued the ‘journey’.
In total, there were 1.3m engagements with campaign content (game, videos, articles, infographics). There were 44,736 game sessions, with a total of 1255 hours of engagement - an average session time of 1 minute 41 seconds. And 62% of those who engaged in business related content went on the share with others.