IBM Software IT Superstar

IBM wanted to draw readers to its e-newsletter. Its target was to reach prospects who didn't generally even consider IBM when seeking software solutions.

IBM Software IT Superstar

ENTRY INFORMATION

Category: Information TechnologiesCountry where program ran: USADate program started/ended: 23rd October 2009 to February 2010

Product Description: Software e-newsletter

Advertiser/Client Name: IBM Corporation, Software GroupMedia Channels: OtherWebsite: http://www.TMITVnews.com + www.01.ibm.com/software/info/newsletter/index.html

STRATEGY

Marketplace Challenge:

Reach new prospects who do not have IBM in the consideration set. Hypothesis: an entertaining and broadly appealing web-based personalized video can generate net new contacts for IBM Software marketing. Target audience would be given an offer to opt in as a subscriber to our IBM Software e-newsletter....

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