IBM Embraces 'Jeopardy' In Sponsorship Extension

Geoffrey Precourt

Conference report discussing IBM's sponsorship of TV show Jeopardy. The sponsorship was based around IBM's creation of a computer, Watson, which could play Jeopardy well.

IBM Embraces 'Jeopardy' In Sponsorship Extension

Geoffrey Precourt Warc

Sponsorship programs for global business-to-business companies have to operate on a high plane. Their primary objective is not creating a database of names and numbers for future points of reference. Nor is it to cast a wide net to see what unexpected results pop up.

John Kennedy, vp/corporate marketing, IBM, told a keynote audience at the 2011 IEG Sponsorship Conference in Chicago, that IBM uses sponsorship programs directed to a group of "surgically selected" clients and prospects with the goal of "immersion, not impressions."

Kennedy told delegates: "IBM is working...

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