IBM Takes a Cerebral Approach to Verse Launch Event - Event Marketer

IBM Takes a Cerebral Approach to Verse Launch Event

DB_IBM_2015 Ex
Brand: IBM
Agency: DRURY DESIGN DYNAMICS
Awards: EX AWARDS — BEST PRESS/MEDIA EVENT
Year: 2015

Email is a part of everyday life, with many different generations now relying on it. So for the launch of Verse, its cloud-based email service, IBM took a cerebral approach that, in addition to IBM leadership presentations, involved a line-up of presentations by external thought leaders from three generations. Each spoke about what his or her generation expects from technology.

These three speakers included futurist Devin Fidler, a research affiliate for The Institute for the Future. An expert in analyzing the impact of emerging technology and the future of work, Fidler tied Verse to what people should demand from their work environment. The second speaker, Shane Snow, a millennial, and co-founder of Contently, as well as a TEDx speaker, presented on the urgent issue of how millennials work, their styles and why traditional rules-bound approaches and stale technologies do not work. The third speaker—an entrepreneur, TEDWomen speaker and a representative of Gen Z—was 14-year-old Maya Penn. She spoke from the point of view of a digital native.

Aside from the presentations there were demo stations and a design team on-site to teach attendees about the Verse concept. There were an assortment of 10-minute classes, and a do-it-yourself area that encouraged press to explore the technology.

The IBM client called it the most successful launch for the company. We call it a success because of the content that offered journalists and other media in attendance context and insights, rather than canned messaging.

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