Archive for the ‘IBM’ tag

Discussing EventTech with Gavin Blawie

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We asked MKTG SVP Gavin Blawie some questions about his EventTech talk: IBM Sports & Entertainment Partnerships: Rules for a Wired World.

 

You spoke about our work with IBM at the recent EventTech conference in Las Vegas a couple of weeks ago. Can you share a few things to help those of us that couldn’t attend get a feel for your talk and also some key take aways from EventTech in general?

MKTG was at EventTech to share our integrated activation framework for IBM, and how over the last 3 years we have helped raise their social game through influencers and content made to share to better amplify tentpole partner events like the US Open, the Tony Awards and Pebble Beach, which are used by the client to demonstrate their technology expertise and build relationships with clients and prospects.

Overall it was a privilege to share MKTG’s success with IBM to a larger audience, and our approach to earned media is both a differentiator and a proven model that unlocks significant incremental value and amplification, and which is now applied across their partner portfolio.

How long was your presentation and were you solo?

I had planned on attending this session with our IBM client, but she was unable to travel at the last minute so I handled our presentation solo.

At EventTech we shared our philosophy of leveraging not just official partner content and feeds from IBM’s marquee sponsorships, but the idea that we enlist credible 3rd party influencers and their social graphs and feeds to personalize their sponsorships, and earn the partnerships exponentially more conversations and sharing.  Now, if you plan and execute events with a social mindset, you can unlock thousands of pieces of user generated content and tens of millions of incremental media impressions.

What major subjects did you cover? Did you get any great questions from the audience?

Best part of our presentation was our strategic framework to the larger event model, whereas most of the audience was focused on the physical, live aspects of wiring events to capture content and share, our approach stood out as a pre/during/approach social mindset to events as much as model to harness conversation and sharing.  Truth is brands always have tons of incremental content and conversations earned which flow out of and around events, the trick is typically that value dissapates like so much heat and light.  Now, it’s incumbent on MKTG as an agency partner to wire events to be shared to benefit the brand, using unified hashtags like #WatchPartyIBM and incenting people to share and spread the word at scale, it’s the difference between a great one off event for a small handfull, vs social conversations that travel across hundreds of personal feeds.

What were three key things you learned from the show floor? What was hot, and what was less impressive?

Augmented reality was everywhere, especially with the new AR kit in the latest Apple OS, and supporting tech to facilitate onsite sharing via hotspots and beacons, but still felt more like it was all a great tech coming than stuff which is actually here yet.  Lots of innovative camera rigs and technology to seamlessly stitch together 360 content, as fostering greater ways of personal, camera first storytelling from multiple POVs becomes the new model.

Overall, what were your impressions of the event? 

Event Tech Live was overall a very well run event, 3 full days of content, tech and partner overviews, as everyone in the space (client and agency) navigates the ongoing revolution.  Definitely much smaller an event than CES, but a great vibe and positive forum, and great reception to our thinking and approach to maximizing event impact through digital and social, as we were all from the same dedicated audience of experts in live & experiential meets tech – the show itself was probably attended by over 500, with a large standing exhibition space and 5 separate break out stages, which was larger than I had expected.

 

 

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

November 28th, 2017 at 10:23 am

Posted in #mymktg,Events

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IBM’s Tony Awards Watch Party

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They say the lights are bright on Broadway and last month, the third annual Official Tony Awards Watch Party presented by IBM was the brightest star.

80 guests joined IBM for this buzz-worthy event, of which 35 were unpaid social influencers from theater, sports, and technology. Influencers included renowned actors and actresses and contributors to Playbill, Teen Vogue, and Essence Magazine. Check out some of their coverage here.

In 2014, MKTG identified a lack of attribution and conversation surrounding IBM’s partnership with the Tony Awards, during a social conversation audit utilizing proprietary listening tools. To combat this, MKTG developed a hosted viewing event for relevant voices in the theater, tech, and sports community to come together on Broadways biggest night. Since debuting in 2015, the IBM Watch Party has seen tremendous growth and fulfilled its goal of creating a common Tony Awards viewing experience and digital space for theatre aficionados to share in the excitement of the Awards while connecting back to IBM.

The event was revamped this year to continue to raise the bar of VIP influencer events and to creatively drive social conversations and real-life interaction between influencers and IBM. MKTG choreographed a series of unique content opportunities that showcased IBM’s Watson technology in relatable ways, from Chef Watson inspired drinks and chocolates to the infamous Watson Beat platform. 2017’s #WATCHPARTYIBM saw a 38% increase in social conversations and over 34 million potential impressions – this is doubled from 2016. Bravo team!

Take a sneak peek at the crowd-sourced Cinebody sizzle reel here and the photo gallery below!

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Written by Paige McConney
Paige McConney

July 6th, 2017 at 3:00 pm

IBM LIVE-WIRES ITS TONY AWARDS SPONSORSHIP WATCH PARTY

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FROM EVENT MARKETER MAGAZINE:

Posted on by Kait Shea

IBM on June 12 placed its Tony Awards sponsorship at center stage with an influencer Watch Party infused with the brand’s latest and greatest tech offerings. Thirty social influencers and their guests took part in the Broadway-themed experience in New York City, which featured everything from a social scavenger hunt to personalized playbills featuring a caricature of each respective attendee.

IBM’s history of sponsoring the Tonys dates back several years, but it wasn’t until recently that the brand shone a spotlight on the long-standing partnership. In 2015, using proprietary social listening techniques, IBM identified a desire among Broadway fans for a place to watch and discuss the Tony Awards. In response, the brand hosted its first-ever influencer Watch Party in partnership with the Broadway League and the Tony Awards, helping to unite the physical and digital Broadway community.

In 2016, IBM upped the ante, offering expanded engagements and extending the conversation before, during and after the event. The brand not only hoped to drive more tune-in and excitement around theater, but also aimed to reach a younger and more diverse demographic than it typically attracts.

To deliver on its goals, IBM rented out a penthouse in Manhattan’s Hell’s Kitchen neighborhood, offering attendees an upscale, immersive environment featuring touchpoints that highlighted how technology could enhance the Tony Awards viewing experience. The evening’s fare, for example, was served on platters built from iPads displaying the Tony Awards website, offering influencers the second screen experience they often crave. The iPads additionally allowed guests to experiment with BlueMix, IBM’s hybrid cloud development platform, by using the tool to determine which Broadway star’s social profile most closely matched their own.

Read more about Team Epic, an MKTG Agency’s great work for IBM here

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Written by Stephanie Rudnick
Stephanie Rudnick

August 3rd, 2016 at 12:43 pm