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IBM – Think Cloud
New Scientist created a dedicated microsite to promote IBM Think Cloud. The microsite housed commissioned articles on cloud computing, alongside a series of case studies showcasing how IBM’s unique capabilities have helped clients in various stages of their cloud journey integrate across hardware, software, services and research.
A dedicated video was also created by New Scientist and hosted on this site, explaining and showcasing why companies should be doing business in the cloud.
New Scientist ran a caption competition in order to drive readers to the microsite. Each week for 4 weeks a different image was posted online, with New Scientist readers asked to come up with their wittiest and funniest lines to accompany each. Entries had to be submitted on the microsite and each week there was a prize on offer of a Canon camera, a year’s subscription to New Scientist and a collection of IBM goodies worth £100, which went to the person whom the judges’ decided had written the best entry.
Contact the Sales Team n 020 7611 1291 n [email protected]
CASE STUDY
IBM’s objectives
Creative solution
• Demonstrate IBM’s cloud capabilities (smart secure and ready for business).
• Educate organisations that no matter what stage they are at towards implementing cloud, they can move forward confidently with IBM.
• Overcome the security fears related to cloud computing.
• Relevance – showing how the IBM cloud can be the solution to IT problems.
With an objective to reach C-Suite and both forward thinkers and thought leaders, IBM chose New Scientist as one of the ideal partners to reach this audience.
IBM – Think Cloud
Contact the Sales Team n 020 7611 1291 n [email protected]
CASE STUDY
• Print ads within New Scientist magazine
• Traffic driving banner, sky and mpu on newscientist.com
• E-mails to the New Scientist audience
• Promotion via New Scientist’s Twitter feed and Facebook page
• Permanent homepage slot on newscientist.com for duration of campaign
Supporting marketing campaign
Results
• Competition: Total competeition entries received – 3,175 (up on target by 218%)
• Microsite: Total video views - 7,544 (up on target by 89%) Microsite total page views – 63,145 Microsite unique visitors – 26,681 (up on target by 167%)
• Advertising: 1,010,592 ad impressions delivered over the duration of
the campaign. (CTR of 0.06%) Each print ad seen by 463,000 readers*
*NRS Jul 10 - Jun 11, Roy Morgan Research 11, Publishers Statement
