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2020 FINALIST BRAND INTEGRATION & ENTERTAINMENT PARTNERSHIPS
UNITED STATES
IBM Fantasy Football With Watson
RAN IN: United States
CLIENT
IBM
Gemma Smith, Program Manager David Manzo, Global Advertising Manager Noah Syken, Vice President Sports & Entertainment Partnerships Elizabeth O'brien, Program Director, Sports & Entertainment Partnerships Jeff Powell, Project Manager, GBS Interactive Experience Cecilia Correa, Worldwide Advertising Manager Ann Rubin, Vice President of Corporate Marketing
Richie Aguilar, Art Director Jonathan Gibson, Executive Director Kelly Garcia, Copywriter Liam Parker, Head of the Advertising Practice Jeff Curry, Executive Creative Director Eric Soloway, Director of Production Nick Robbins, Account Director Jon Wagner, Executive Creative Director Charlie Lowe, Strategy Director Dustin Duke, Executive Creative Director Dan Winikur, Copywriter
Derrick Chen, Director, Integrated Planning Lauren Harris, Partner, Associate Director of Direct Investment
MKTG
GroupM
SUMMARY
Today’s B2B leaders have B2C technology products that allow them to be more pervasive and salient in everyone’s lives, leaving IBM struggling to stay relevant. At the core of this campaign was an ESPN media partnership, which integrated IBM into the audience’s lives by leveraging their passion for sports. ESPN housed IBM’s AI-powered tool, Fantasy Insights, to help the audience make tough Fantasy Football decisions and to ease their stress around these choices. This campaign drove $2.5M in revenue and increased key brand attributes by +35 points.
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Hero Medium: SOCIAL MEDIA
Medium Featured On Video: BRANDED CONTENT,SOCIAL MEDIA,TV,Display