IBM Uses Video, Social Tools for B-to-B†

Ogilvy created 'Mr. Fong,' a lost-in-space software developer seeking a way to get home

Adweek, March 4, 2009 — The buzz around social media is usually reserved for hot consumer brands, yet IBM has seized an opportunity to use such marketing tools to tout a "dry" technology product to IT professionals.

The tech giant recently launched the second phase of a social marketing push to build awareness and sales among software developers. Unlike the recent social media rage around Skittles, IBM needs to reach just a few hundred thousand potential customers and teach them about a complex product that aids developer collaboration.