imedia october breakthrough summit - launch pad day: case study: "ibm’s smartercity ipad...

A SMARTER PLANET

INSTRUMENTED

INTERCONNECTED

INTELLIGENT

PEOPLE

COMPANIES, INSTITUTIONS, INDUSTRIES

MAN-MADE SYSTEMS

NATURE’S SYSTEMS

By 2050, 70% of the world will live in cities

The leverage points towards building an Ecosystem

MEDIA DRIVERSInvestment based vehicles like TV, Print, Digital Display and Video, Search, PR, Events, etc.

BRAND HOMESDigital destinations. IBM owns and manages the content.

SPONSORSHIPS/PARTNERSHIPSStrategic engagements with preferred and relevant partners.

STIMULATED MEDIAIBMer/user generated content focused on Smarter Planet

• Creating Presence / Piquing Interest

• Providing Deeper Information/ Highlighting expertise

• Driving Engagement in environments that contextually align with SP

• Inspiring Constituents to Converse and Create Content around SP

JFK Airport Unit Results Summary

• 18,864 touch sessions• Video plays: 2 per touch session• 43% of the time a video was user activated, it

was played all the way through• 48 mobile submissions