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iMedia October Breakthrough Summit - Launch Pad Day Case Study: "IBM’s SmarterCity iPad App" Michael Dobak, Senior Partner, Managing Director, Ogilvy
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A SMARTER PLANET
INSTRUMENTED
INTERCONNECTED
INTELLIGENT
PEOPLE
COMPANIES, INSTITUTIONS, INDUSTRIES
MAN-MADE SYSTEMS
NATURE’S SYSTEMS
By 2050, 70% of the world will live in cities
The leverage points towards building an Ecosystem
MEDIA DRIVERSInvestment based vehicles like TV, Print, Digital Display and Video, Search, PR, Events, etc.
BRAND HOMESDigital destinations. IBM owns and manages the content.
SPONSORSHIPS/PARTNERSHIPSStrategic engagements with preferred and relevant partners.
STIMULATED MEDIAIBMer/user generated content focused on Smarter Planet
• Creating Presence / Piquing Interest
• Providing Deeper Information/ Highlighting expertise
• Driving Engagement in environments that contextually align with SP
• Inspiring Constituents to Converse and Create Content around SP
JFK Airport Unit Results Summary
• 18,864 touch sessions• Video plays: 2 per touch session• 43% of the time a video was user activated, it
was played all the way through• 48 mobile submissions
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