Credits & Description:
IBM Rational is a developer's restricted platform. This narrows our audience, making the engagement in social media more complex to get. We've managed to create a new communications channel by finding among Facebook users our target by just speaking their language and inviting them to participate on a contest. Users had tho share on the Contest Facebook Page wall programming codes referencing classic stories messages that could only understood only by developers. This strategy got this very niche target engaged to the campaign. By sharing their own coded version of the classics developers raised awareness that with IBM Rational coding can be easy as a fairy tale. The campaign was a success in numbers, but more then this, it created a new way to understand and communicate to our very specific audience.
Advertiser: International Business Machines
Brand name: IBM
Product: IBM Rational Platform
Agency: Ogilvy Brasil
Category: Computer Software & Multimedia Productions
Released: September 2012
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