IBM and Glasgow Chamber of Commerce Collaborate to get people thinking mobile.
For decades, IBM has been known across the world as innovators in the forefront of technology. To promote IBM MobileFirst products, IBM Scotland collaborated with Glasgow Chamber of Commerce on an exclusive event for businesses. We set out to support IBM in creating an event, invitation and promotion strategy to build awareness of their latest products & partnerships and create a buzz around the event amongst key professionals.
Throughout the 2 week period in the lead up to, and during the event, we used MadeBrave®, Glasgow Chamber of Commerce and IBM Scotland marketing channels to promote ThinkMobile. We did this by taking control of the IBM Scotland Twitter account, sending invitations to individual email databases and creating on-brand social media packs for supporting partners, to ensure consistent messaging was applied across all channels.
- Average Mailchimp open rate
(Industry average is 14.7%)
- Increase in activity on tweets
- Increase in followers on IBM Scotland Twitter
- Impressions per day
Naming & Messaging
Encouraging businesses to consider how mobile technology can change their business was a key message for this event. This led us to the event title Think Mobile – a simple and intriguing message which inspired businesses to think about mobile technology, and ties in with the branded IBM MobileFirst products.
Using inspiration as a theme, we developed a tagline for the event ‘Free yourself from your desktop’ aimed at making target attendees for the event feel empowered to realise the benefits of mobile technology for their business. This tagline also had the added double meaning of encouraging attendees to free themselves from their desktop to come to the event.
Social Media Management
We used our 2 week takeover of the IBM Scotland Twitter presence to drive registrations and engage with the target audience by creating a bespoke content plan that covered information on IBM MobileFirst products and promoted their partnerships with other key leaders in the industry.