IBM Mainframe50 Campaign
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How would you go about changing customer perceptions while celebrating an anniversary AND driving sales? That was the challenge IBM approached Centerline with prior to the 50th Anniversary of the mainframe. See more of Centerline Digital's work at centerline.net.
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IBM Mainframe50 Campaign
- 1. Project Story: IBM Mainframe50 Campaign
- 2. The Mainframe50 Campaign was more than an anniversary celebration. It shifted the perception of the mainframe’s importance and value in business today. Overview SOME CAMPAIGN STATS: TWEET ANNOUNCING MILESTONE IS MOST RETWEETED TWEET FROM @IBM 57,000+ PRESS MENTIONS LIVESTREAM EVENT 14,000 visits
- 3. www.centerline.net Challenge The mainframe faced a perception problem… …IT WAS VIEWED BY SOME AS DATED, RIGID & STAGNANT. YEARS OLD50AT This milestone marked an opportunity to transform that perception.
- 4. FOCUS ON THE INNOVATIONS OF TODAY AND TOMORROW… …WHILE NOT FORGETTING THE PAST Goals www.centerline.net + PERSPECTIVE SHIFT of the mainframe DRIVE SALES
- 5. Understand the audience1. Identify themes and trends around the IBM customer experience, mainframe brand identity, and overall perception Gain a deeper understanding of pain-points, buyer concerns, and line of business gaps Process: Strategy & Intelligence, Creation & Activation 2. 3. TACTICS: Primary research & stakeholder interviews www.centerline.net
- 6. www.centerline.net Process: Strategy & Intelligence, Creation & Activation INDUSTRY CHANGING MISSIONS REINVENTION & TRANSFORMATION GROWTH & SECURE TRANSACTION Identify 3 major themes to reach the defined goal.
- 7. www.centerline.net Process: Strategy & Intelligence, Creation & Activation ENGINES OF PROGRESS zIQ LIVE STREAM WEBCAST MASTER THE MAINFRAME WORLD CHAMPIONSHIP COMPETITION ANNIVERSARY SITE ON IBM.COM TUMBLR SITE Create a story arc and craft content to tell that story. Story
- 8. Engines of Progress zIQ Livestream of event in NYC Points of Engagement videos created to more fully narrate the line of business story from IBM to end-user. animations created to educate and build awareness around mainframe usage and prevalence in business today. www.centerline.net
- 9. Master the Mainframe World Championship Competition Tumblr site Anniversary site on IBM.com an education challenge, supported by videos and a web presence, in which students competed to create apps on the mainframe. to aggregate mainframe content from multiple sources, unifying the different parts of the story. compiles content into a unique story intended to have an impact on the viewer. www.centerline.net Points of Engagement
- 11. Change C-level perception and educate on the mainframe. Provide the high-level perspective on the power of a mainframe that would speak to a C-suite executive and engage the end-user. PURPOSE Engines of Progress www.centerline.net
- 12. “Engines of Progress” pays homage to those companies that are doing more than business – they are working to change their industry and transform society around them using technology to enable them, every step of the way. Engines of Progress www.centerline.net
- 13. Engines of Progress Fill a gap in the line of business viewpoint, showcasing the true importance and power of technology; not just to the IT sector, but to the business sector as a whole. Subtle sales pieces that are as compelling as they are educational and inspirational. WATCH THE VIDEOS OUTCOME www.centerline.net 4318video views
- 15. Showcase the mainframe’s integral role in keeping our data both universally accessible and secure. Educate the audience on the unseen forces behind our day to day interactions – from banking to mobile to social. PURPOSE zIQ Animations www.centerline.net
- 16. As the influencer marketing portion of this campaign, these 5 animations speak to a practitioner level audience and contain short, compelling stories about the mainframe that are used internally and externally to garner awareness of mainframe capabilities and our reliance on them. zIQ Animations www.centerline.net
- 17. Acknowledged the legacy of the mainframe in the context of the 50th anniversary, as well as its relevance and influence today. Challenged the preconceived notion that the mainframe is no longer relevant. WATCH THE VIDEOS OUTCOME zIQ Animations www.centerline.net
- 19. Master the Mainframe TO ENCOURAGE GLOBAL COMPUTER SCIENCE EDUCATION The Master the Mainframe competition has engaged 200568,000+ students worldwide since Through a series of challenges, students — even those with no prior coding experience — have the opportunity to interact with the mainframe and experience how this technology is still extremely critical both today and for the future. www.centerline.net
- 20. Master the Mainframe Created alongside the Mainframe50 celebration ! Pitted the best and brightest students from around the globe against each other in the ultimate test of coding skills ! Invited previous winners of the Master the Mainframe to compete against each other for the ultimate title of World Champion www.centerline.net
- 21. Master the Mainframe Incredible interest and participation in the competition which further solidified the mainframe’s relevance The Master the Mainframe World Championship website received over 14,000 page views in five months OUTCOME WATCH THE HIGHLIGHTS www.centerline.net
- 23. www.centerline.net Each day corresponded with the release of new content relevant to the launch DAYS OF50 50 Aggregator of brand new content PURPOSE THEME
- 24. www.centerline.net EACH WEEK HIGHLIGHTED A UNIQUE CATEGORY INCLUDING: MOBILE CLOUD BIG DATA ANALYTICS SECURE TRANSACTIONS ACADEMIC INITIATIVE
- 26. www.centerline.netwww.centerline.net Anniversary website A narrative piece for the celebration Create a curated experience using content about the mainframe.
- 28. 57,000+ www.centerline.net Campaign results PRESS MENTIONS OF MAINFRAME50 TOTAL TWEET ANNOUNCING MILESTONE IS OFFICIALLY MOST RETWEETED TWEET FROM @IBM 48,351 PRESS MENTIONS OF MAINFRAME50 IN TWO DAYS 230 news stories 103 blog posts 7,992 tweets 28 forums 98.9 M TWITTER IMPRESSIONS
- 29. www.centerline.net Campaign results OVERALL: 12,730 page views 8,909 visits IN 5 MONTHS + LIVESTREAM EVENT 14,000 visits ANNIVERSARY WEBPAGE 40,000 visits IN 5 MONTHS The perception of the mainframe was shifted from the idea that it’s outdated to the realization of its value to business.