Company: IBM, Armonk, NY
Company Description: BM is a globally integrated technology and consulting company headquartered in Armonk, New York. With operations in more than 170 countries, IBM attracts and retains some of the world's most talented people to help solve problems and provide an edge for businesses, governments and non-profits.The company develops and sells software and systems hardware.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Online Marketing Campaign of the Year

Nomination Title: IBM's Mainframe 50 Marketing Campaign

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

How do you renew an established 50 year old brand for its anniversary year and make it the hottest thing in technology all over again? That was the challenge that faced the IBM Mainframe team as they planned a marketing campaign to celebrate the anniversary of the IBM Mainframe. By using digital marking, social media, and creating a high-impact customer event, the team created a Mainframe50 marketing campaign that makes the IBM Mainframe look like an innovative rock star all over again. The full range of customer success stories using IBM Mainframe technology had never been presented online before.

In addition to developing an Interactive Marketing Campaign, The IBM Mainframe Marketing team wrote blogs, took to Twitter and Instagram and did press interviews. The social voice was authentic as all the posts were written by the IBM Mainframe Marketing team (Amy Bennett, Deon Newman, Angela Fresne, Mary Hall, Christine McGrath, Carly Exum , Torrance Wilson and the product team The campaign resulted in over 2,000 press stories on the IBM Mainframe 50th Anniversary. Through the efforts of the extensive PR and digital campaign, the IBM Mainframe caught the attention of the producers of the AMC TV show "Mad Men." The IBM Mainframe even made 4 special appearances on the highly rated AMC Show. The AMC Madmen blog on the IBM Mainframe 360 has received 1.2M visits, over 190 Tweets and over 340 Facebook likes.

Anchored by the IBM Mainframe50 campaign, the team to planned, designed & executed on innovative ideas by using digital and social media with some of the following components:

• An Engines of Progress Website and a Tumblr site designed to visually tell stories of breakthrough areas of business, industry, and society – as driven by the mainframe.
• An IBM Mainframe Blog Perspective from IBM authors on the Mainframe. Results: 1.8M visitors in the month of April 2014.
• Mainframe50 anniversary event in New York : High impact event attended by over 150 Fortune 250 customers, viewed by thousands of customers around the world via Livestream.
• IBM Mainframe50 website An IBM.com site designed to tell the story of all the mainframe success stories around the world. Results 49.6M visits for April 2014.
• Livestream of the Mainframe50th Anniversary event from New York to the World, amplifying the "word of mouth marketing from the in-person event. The event was also shared via regional events around the world totaling 56 events in 29 countries.

Key Mainframe50 Campaign results included:
• Over 4,000 attendees at the 55+ Mainframe50 global events held around the world
• Over 16,0000 views of the April 8th Mainframe50 Livestream event.
• Over 90,000 mentions of Mainframe50 and IBM in social media conversations with 140 million Twitter impressions
• More than 2,5000 news stories covering the Mainframe anniversary from around the world
• More than 100,000 Mainframe50 video views

The results of the Mainframe 50 launch have led to an increase in unique users of 25 per cent to the IBM digital properties, but also, more importantly, an increase in online transactions and products purchased. The campaign has also contributed to over 2,000 mentions in press and blogs worldwide.

The campaign is available 24/7 on the Internet.

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Angela Fresne is IBM's WW Marketing Leader for System z Go-to-Market Planning. Ms. Fresne is an experienced marketer with 16+ years of Global, European and country-specific IT product and solution marketing experience. Angela manages a team of seven individuals at IBM. Her responsibilities include driving strategy and execution for campaigns, events, communications, channel, references, also coordinating with 19 regional market managers to ensure effective and consistent global execution.