IBM Mainframe50 Campaign: Content Achieving Both Results and Awards
Nov 25, 2014
The IBM Mainframe50 Campaign produced significant quantitative results – including over 57,000 press mentions (85 percent occurring within two days), 98.9 million Twitter impressions and 14,000 visits to the livestream event.
The campaign, which included zIQ animations, Engines of Progress videos, Master the Mainframe World Championship Competition and an anniversary site on IBM.com among others, proved to be powerful marketing for IBM – but that’s not the only reason it won four awards. The comprehensive marketing campaign achieved an impressive business goal. IBM did more than share a message; the company was truly able to shift perception of the mainframe, as C-level executives realized its value as an indispensable piece of technology.
Here is the collection of awards the Mainframe50 campaign has received:
Interactive Media Award
Best in Class in the Consumer Services Category
The Interactive Media Awards are awarded to the most well designed, developed, managed, supported and promoted websites in the marketing and advertising world. The Best in Class Award, IMA’s highest honor, was awarded to the IBM Mainframe50 Anniversary Tumblr for the strategy, execution and professionalism behind it.
In an IBM blog post covering the campaign and awards, Angela Fresne, IBM’s WW Marketing Leader for System z Go-to-Market Planning wrote, “The Mainframe50 campaign is one of the most exciting and satisfying things I have worked on in my 16+ year marketing career. Marketing at its best drives a lasting perception and emotion and, in today’s world, opens the door to let people share their passion and excitement which in turn lends credibility to what might otherwise be perceived as empty promises.”
Bright Bulb Awards
B2B Marketer of the Year – Deon Newman, Vice-President of Marketing For IBM System z
Presented by MarketingProfs, the Bright Bulb Awards recognize innovative individuals and agencies for their B2B marketing efforts. This specific award honors a B2B marketing thought leader who has significantly contributed to a specific campaign or team.
In a MarketingProfs podcast, Deon Newman says about the campaign, “For us, this was not a birthday party. It was not just an anniversary to be celebrated. But really, in a business context, we saw it as conditioning of the marketplace towards our next major generational set of announcements.”
Gold Award in the Integrated Marketing Category
With more than 6,500 entries coming in from 17 countries, the MarCom Awards honor remarkable work from marketing and communication professionals. The creative competition recognizes many areas of marketing, including strategic communications, print media, audio/visual and more.
Regarding the MarCom Awards, the IBM Executive Team wrote, “The judges selected the Mainframe50 Online Integrated Digital Campaign for the breadth of its reach via the Internet and Social Media as well as the response the campaign received via all digital & social channels. From the livestream event, to blogs, to webpages and finally via Twitter and Social Posts, the campaign realized significant engagement with IBM customers & business partners around the world. The integrated campaign used a variety of marketing channels to tell the story of not only rich heritage but the exciting future of the IBM Mainframe.”
Stevie® Awards for Women in Business
Gold Stevie Winner for Online Marketing Campaign of the Year
This award honors the top women in the workforce throughout the world, including entrepreneurs, executives, management teams and more. IBM and Centerline women were recognized for their excellence in marketing for the Mainframe50 campaign.
Centerline is honored to have partnered with IBM on the Mainframe50 Campaign. We’re proud that every step of the efforts, from strategy to execution, has been recognized by such prestigious awards.