IBM: Smarter Cities Connect

This case study explains how IBM, the technology firm, used LinkedIn, the business-oriented social networking service, to promote its Smarter Cities forum to Singaporeans.

IBM: Smarter Cities Connect

Charlie Lowe and Julian Webster

Campaign details

Brand owner: IBMLead agency: Ogilvy & Mather SingaporeBrand: IBM Smarter CitiesCountry: India and SingaporeIndustry Business-to-business, Government, social policy, Information technology, high-techChannels used: Events and experiential, Social mediaMedia budget: Up to 500k

Executive summary

This case study describes how IBM promoted their Smarter Cities conversation forum on LinkedIn to Singaporeans.

IBM experienced significant challenges when it came to developing the optimal marketing mix for their Smarter Cities offering in Singapore. Factors such as stagnating budgets, increased competitor...

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