IBM ‘I’m an ITer’ direct and social network campaign

Every year, IT professionals are flooded with DM. Most routinely land in the 'round file'.

IBM, a company with plenty of DM-producing experience, decided they needed to reframe how they interacted with their target.

So they went from communicating to providing content; from providing information to providing insight; from simply reaching a target to creating a community; from producing a database to enriching one.

The ITer was first bundled to an influential IT magazine. And it quickly gained a reputation for being a leading beacon of the industry.

Then ITer went online, with not only compelling content, but with a platform that offered a forum for the IT community's perspectives and insights.

Not only was the approach innovative and industry leading, but the industry blog created online was launched with an entertaining video that took a fresh, new approach to engagement.

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