CASE STUDY: 'IBM Seer 2.0' for IBM
Every year, IBM invites a handpicked group of senior business executives to the Wimbledon Tennis Championships. It is one of the best chances IBM has to forge new leads with this hard to reach group of people and it was deemed a good opportunity to communicate the brand idea of ‘Smarter Planet’. But from research, we knew that simply talking about a ‘Smarter Planet’ only went so far to convince – the audience needs to be able to experience it on their own terms. Also research indicated a frustration at the Championships is that those attending don’t have access to all the courts- you hear the roar of the crowd but can’t see what’s going on. Building on these insights we developed a mobile application (IBM SEER 2.0) - by simply pointing your smart phone, you are given X-Ray vision to see the matches on the show courts (live feeds), along with live radio, taxi feeds (to see the queues), points of interest and live twitter feeds. Also IBM SEER 2.0 was ‘seeded’ to bloggers and journalist to maximise PR coverage to reach a wider audience. The result – 10,000 downloads of the app and ROI of 1:113.
About the client company
IBM is a globally integrated enterprise operating in over 170 countries. In addition to being the world's largest IT and consulting services company, IBM is a global business and technology leader, innovating in research and development to shape the future of society at large. IBM often partners with governments, corporations, thinkers and doers on ground breaking real world problems to help make the world work better and build a smarter planet.
IBM believes that the ‘world can work better’ and articulates this through the idea of a ‘Smarter Planet’. But there are some challenges in communicating this idea. Firstly, it is quite conceptual and secondly many of IBM’s solutions are intangible.