-- [ Picked text/plain from multipart/alternative ] LOST & FORGETTEN AGAIN !!! Insider Weekly Big Blue leaves iSeries on the bench Have you seen them? They’re on all the time, you know... Big Blue has created a slew of eServer advertisements driving home the importance of integration, but if you are waiting to see an ad featuring the iSeries, don’t hold your breath. Even though the iSeries is branded “i” for integration, it was excluded from a series of ad spots highlighting that very topic. “We were looking for what concepts make key points about the importance of integration in the form of teamwork. Clearly the entire family of eServers has a role to play on our e-business team,” says Carol Makovich, vp of worldwide media relations, IBM, Armonk, NY. The six-spot campaign features former NBA stars as players on IBM’s basketball team that metaphorically illustrates how IBM products work together to create e-business infrastructure. The players, such as Xavier McDaniel and Bill Laimbeer, sport the names Mainframe, Middleware, PC, Linux, and Firewall on the back of their blue jerseys. “The idea came from the need for integration at the customer level. The team represents integration and e-business,” says Makovich. Each of these ads features a different aspect of the e-business infrastructure. The introductory spot, called “The Game,” introduces the players who will represent the strengths of IBM. In spots that follow, the players must face their opponents, the “Crash” team, consisting of Hacker, Virus, Spike, Downtime and Spam. An announcer calls the play-by-play. The series ends reinforcing the thought that e-business is a game with no off-season requiring continuous uptime. The players were chosen based on their likeness to their respective IBM product names. “We picked these guys based on their backgrounds and how well they physically match up to the roles,” says Makovich. Big Blue hopes that when the audience views the whole campaign they will understand the breadth of their offerings, says Makovich. The ads aired during the NFL playoff games to a massive audience nationwide. Categories: IBM Strategy A. Ports
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