IBM Cognos is a software tool to help companies plan, understand and manage financial and operational performance. They needed a solution to help promote their software tool to new clients, increasing their marketing database and to increase awareness and communicate the brand values using a highly attractive creative campaign with a clever mechanic behind it.
The campaign concept was a ‘pass-the-parcel’ style game where a prize could be won. An initial email was sent out encouraging recipients to click-through to a landing page where they could win a Blackberry. The landing page then played a video of a parcel being
passed around in a comical way. The outcome of the video (when the music stopped and it was time to unwrap the parcel) was either a ‘win’ or a ‘lose’. If you lost, you could play again if you forwarded the game to two colleagues (preferably in the same company which
was encouraged by pre-populating their email domains in the form) you were allowed to play again.
The campaign sent out to 100,000 email addresses and so a database had to be developed to hold all these details plus anymore which was added during the campaign.
The security of the game had to be very secure as the campaign awarded prices. We had to make sure only a limited number of prices were won and only by people in the database.
The campaign was very successful with a massive increase in users for the marketing database.
The system developed was so successful that the campaign it was rolled out world wide.
“We achieved a great hit rate of introductions to 326 new companies which was fantastic
It’s clearly not all about the person you work next too with the majority of our staff sharing content externally amongst their friends and family”
Mike Hallows, Marketing Director UK, Middle East & South Africa
Business Intelligence and Performance Management