LinuxONE Let Loose on Wired
Jan 26, 2016
Today the IBM LinuxONE penguins march on Wired.com, representing a first-of-its-kind brand takeover for IBM, and a massive strategic and creative undertaking by Centerline.
IBM and Centerline worked closely together over a period of nearly two months to take full advantage of the WIRED partnership, which featured a custom takeover experience including a bespoke branded environment, as well as custom announcement content and a livestream webcast event. WIRED was purposely chosen as the right medium and platform to help clearly articulate IBM’s commitment to the open community, and help continue momentum from previous LinuxONE announcements in August 2015 (read the full case study here).
Research into the WIRED audience helped shape recommendations for the webcast, which features a strong mix of IBMers and Linux industry luminaries, discussing enhancements to LinuxONE, as well as continued contributions to the open source community.
Hosted by WIRED contributor, Jim Daly at Durham, N.C.’s The Cotton Room, it features discussion from:
- Kathryn Guarini, IBM
- Dr. Angel Diaz, IBM
- Donna Dillenberger, IBM
- Utz Bacher, IBM
- Mike Woster, the Linux Foundation
- Michael Miller, SUSE
- Graham Mallin, Met Office
- Richard Lawrence, Met Office
- Mark Shuttleworth, Canonical
A host of other assets—wallpapers, multimedia banners for media placement, social copy and tiles, infographics, additional supporting videos and animations —were concepted and created in less than seven weeks, all designed to round out the experience. Custom banners are displayed on Wired.com’s Business, Culture, Design, Gear, Security and Transportation pages, featuring the LinuxONE penguins asking a variety of questions and linking to a larger article, “Linux Takes Command.”
Follow us on Twitter, Instagram and Snapchat (username: centerliners) today as we bring more behind-the-scenes chats with the Centerliners that pulled together the strategy and creative behind this launch announcement.
And at 4:30pm EST join us on Periscope as we livestream our IBM LinuxONE viewing party, featuring interviews with IBM team members.
Also there will be cake.
Finally, keep an eye out for our second case study showcasing all the work that went into this launch.
I started my career in technology and consumer public relations. For years, I managed global PR and sales teams, from Mexico City to Milan. I like to think I’m a good problem solver — I’m also a kickass speed-reader and I play a mean game of catch. I transitioned to marketing because I wanted to be more involved in the strategy behind the content, creative and messaging. At Centerline, I work with incredibly smart, fun, talented and all-around-rad people that make me want to be MORE awesome every day. I work side-by-side with strategy, creative and project management teams to help define our clients’ short- and long-term needs and develop and execute communication strategies that support those business objectives and marketing goals.