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OgilvyOne

Core disciplines: CRM/Customer engagement, Digital, Integrated marketing

IBM

#MakeTheTeam

Results

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. 62% of those who engaged with business related content went on to share it with others.

Challenge

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.

IBM #MakeTheTeam

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.

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’.

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