IBM CLOUD RUNNER

项目品牌: IBM

项目行业: IT及通讯

项目日期: 2021-02-25 09:00 2021-02-25 17:00

项目地点: 线上

项目名称: IBM CLOUD RUNNER



Challenge: IBM needed to shift the perception that integrating their suite of IBM Cloud and AI solutions is complex and time consuming. They needed to provide sellers with a way of engaging with customers as the first step in a communication plan, which would lead to them signing up for a sales meeting at a time when an in-person meeting wasn’t an option.

挑战:IBM需要改变这样一种观念,即集成IBM云和人工智能解决方案套件既复杂又耗时。作为沟通计划的第一步,他们需要向销售商提供一种与客户接触的方式,这将导致他们在不能亲自参加销售会议的时候报名参加销售会议。


Insight:  “Get it first and get it fast”

洞察:得先,得快

Flexible and efficient infrastructure is more important than ever, with 48% of IT decision makers looking for solutions that enable faster integration, especially as COVID-19 has meant cloud usage for many businesses is higher than initially anticipated.

Customers needed to see the ease and speed of integrating and using the suite of IBM Cloud and AI products.

灵活高效的基础设施比以往任何时候都更为重要,48%的IT决策者正在寻找能够实现更快集成的解决方案,尤其是COVID-19意味着许多企业的云使用率高于最初预期。

客户需要看到集成和使用IBM Cloud和AI产品套件的方便性和速度。


Solution: An involving brand experience that gamifies learning. The ‘endless’ runner game showcases the story of IBM’s Cloud and AI solutions and their outcomes for business.

The game demonstrates how easy it is to implement IBM solutions and keep one step ahead of competitors. At the end of the experience, you can delve deeper into what all the IBM Cloud and AI solutions are, and how they will help your business as well as signing up for an IBM virtual event to find out more.

You begin the game by taking control of your character and slowly running and picking up different ‘power-ups’ that level-up your cloud solution. Each ‘power-up’ represents an IBM Cloud and AI solution which gives you increased capability e.g. running faster or removing obstacles – allowing you to reach a further distance and get a much higher score.

This experience is accompanied by two engaging extensions, which were used as community builders to live on past the end of the virtual events – the Strava run club, that encourages players to get outside for a real run and see how far around the continent the group can collectively travel. And a Spotify playlist themed around cloud and running, to get people motivated.

解决方案:将学习游戏化的品牌体验。“无尽的”跑步者游戏展示了IBM的云和人工智能解决方案的故事及其对商业的影响。

这个游戏演示了实现IBM解决方案并保持领先于竞争对手一步是多么容易。在体验的最后,您可以更深入地了解所有IBM云和AI解决方案是什么,它们将如何帮助您的业务,以及注册IBM虚拟活动以了解更多信息。

游戏开始的时候,你可以控制你的角色,慢慢地跑,然后选择不同的“电源”来升级你的云解决方案。每个“通电”代表一个IBM云和人工智能解决方案,它为您提供了更高的能力,例如跑得更快或消除障碍,使您能够达到更远的距离并获得更高的分数。

这一体验伴随着两个引人入胜的扩展,它们被用作社区建设者,在虚拟活动结束后继续生活——斯特拉瓦跑步俱乐部,鼓励玩家到户外进行真正的跑步,看看这个团队能在欧洲大陆上集体跑多远。Spotify播放列表围绕云和跑步主题,激发人们的积极性。


Results: The experience has been translated into 5 languages and used as an engagement tool for over 11 IBM Think virtual events across Europe. All engagements are being tracked back against sales conversion data and will be available at a later date.

When used at the IBM Think Nordics event as part of their drive to registration campaign, 20% of our audience took part in the experience, leading to a total of 1050 sign ups for the virtual event.

Our Strava community is also growing, with a staggering 1256 miles run in just two months, that’s the same as running from London’s Big Ben to Park Güell in Barcelona (with a stop off at the Eiffel Tower in Paris).

结论:这一经验已被翻译成5种语言,并被用作11个IBM Think虚拟活动在欧洲的参与工具。所有预订都将根据销售转换数据进行跟踪,并将在稍后日期提供。

当在IBM Think Nordics活动中作为他们的drive to registration活动的一部分使用时,我们有20%的观众参与了体验,导致总共有1050人注册了虚拟活动。

我们的Strava社区也在不断发展,短短两个月就跑了惊人的1256英里,这与从伦敦的大本钟跑到巴塞罗那的贝尔公园(在巴黎的埃菲尔铁塔停留)是一样的。






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全文来自GPJ UK公开信息,由Google提供翻译信息

原文链接为:https://www.gpj.co.uk/case-study/ibm-cloud-runner/

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