The launch of the new brand platform made with IBM took place during the Masters Golf Tournament. Only it wasn’t golf interrupted by commercials – it was 35 minutes of film, interrupted by golf.
To drive IBMs credentials in Social, Mobile, Analytics and Cloud and to show the value being Made With IBM, the idea was to dedicate the entirety of the Masters Tournament TV Inventory to a stream of almost 70 unique commercials.
By solving the ad nauseam of endlessly repetitious commercials, IBM dominated Masters Gold Tournament buzz (3x the mentions of the other sponsors combined). The campaign transformed brand perceptions, and contributed to a $3.5BN increase in category revenue.
Examples of some of the 70 campaign spots
Campaign case film
Deep online content ecosystem
