The IBM Mainframe50 Campaign: More Than an Anniversary Celebration
Aug 18, 2014
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.
The 50th anniversary was an opportunity to shift C-level executives’ perception of the mainframe from the idea that it’s outdated to the fact that the years of innovation have made it an elite choice for businesses. Based on VOC interviews and extensive content planning, customer stories, animations and web assets were built with effective activation strategies. The Mainframe50 campaign was more than an anniversary celebration; it established the mainframe as the engine of the future.
Some results from the campaign include over 57,000 press mentions, 85% of those press mentions occurring in two days, 98.9 million Twitter impressions, 14,000 visits to the livestream event and more.
Find out how we did it, and see more results in the presentation below.
When I was in elementary school, I would get in trouble for doodling in the margins on homework and tests. So, I had to start carrying around a "doodle pad" to keep those important papers clean. That doodle pad has now taken form in my planner, sketch pads and Field Notes. And, some of my best ideas come from putting pen to paper. While I got a degree in business marketing, I let my creative side out through freelance graphic design while in school. Post graduation from NC State, I worked in PR, then went on to get my Masters of Global Innovation Management in France. When I came back, I still found myself wanting to fuse together marketing and creative in a job. I wasn't sure that job existed until I found my role at Centerline as a Marketing Coordinator/Graphic Designer. Now I enjoy using my skillset to develop strategies that further the growth of Centerline as a whole.