IBM BLUEMIX
IBM was launching a new cloud platform for millennial devs, who viewed them as just another corporation out of touch with their scrappy ways. So we appealed to their Sci-Fi nerdery with a campaign proving this platform was so robust, it could help them prepare for a Robot Apocalypse.
We kicked off the campaign with an animated series, showing how the platform can be used to build real apps to destroy evil machines bent on human destruction.
We redesigned the landing page to go along with our Robot Apocalypse narrative, creating a life-or-death sense of urgency to sign up for the beta.
Posters and print ads teased the launch of Bluemix at industry events.
To connect with the next generation of startups, we created LinkedIn profile “takeovers” that featured well-known IBM robotics experts as official members of the Robot Resistance Front, and reimagined business partner case studies to be a little more robot apocalypse-y.
In the end, the campaign generated over 40,000 registrations for the beta in Q1 alone – more than twice our goal.
But more importantly, we generated buzz around the launch of Bluemix without promises, but by highlighting the tools developers needed to get their apps built, tested, scaled and deployed.