SBD/April 10, 2014/Marketing and Sponsorship

On The Dance Floor: IBM Tees Up New Ad Campaign For Masters Week

IBM during The Masters is "teeing up about 50 commercials that will run just once," according to Andrew Adam Newman of the N.Y. TIMES. To introduce the new “Made With IBM” campaign, the company "dispatched three filmmakers to 17 countries to document its technology in action." About half of the spots, which are "30 or 60 seconds long, feature businesses, public agencies and other IBM customers." In one spot, a rep from Sky Italia "credits tools that collect and analyze social media mentions with helping to gauge subscribers’ favorite shows." In another, a rep from Swiss chocolate company Lindt "credits cloud-computing expertise with increasing online sales." Other spots feature IBM researchers "explaining emerging technological solutions." IBM has 45 spots scheduled to appear, but "could have more than 50" if there are rain delays or a playoff. Each of the 45 spots "opens with its number in the series, and briefly previews the next in the series as it closes." The commercials, via Ogilvy & Mather, will "also appear on an IBM microsite." IBM is spending an estimated $25M to "produce and advertise the campaign, which includes print and online ads" (N.Y. TIMES, 4/10).
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