Challenge
IBM, historically at the center of the computing world, found they were no longer a pertinent player to a new generation of IT managers in Windows-based small and midsized companies.

Solution
To lure these IT professionals, we created a “secret” online community: the IBM Underground. A clever drive-to-web campaign with the tone of a Raymond Chandler detective novel created intrigue and buzz – and a potent vehicle for capturing contact information.

Result
IBM built direct relationships with thousands of new buyers representing many millions of dollars in new revenue opportunity.

 
 
 
 
 
 
 
 
 
 
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