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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 
of the e-business infrastructure. The introductory spot, called “The Game,”
introduces the players who will represent the strengths of IBM.      In 
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

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