Lost in Space 141From the e-mail, prospects were directed to a specially created interactive
landing page, where the story continued to unfold, and they were asked to
help Mr Fong reconnect with his team using the on-screen tools. Humorous
video highlighted the hilarious results of trying to connect distributed soft-
ware teams in the wrong way, before Rational software finally helps Mr Fong
to do it right.
The original video e-mail was sent out to a permission-based list from IBM’s
own database, as well as a targeted opt-in list purchased specifically for the
campaign. Since the Rational software technology in itself is very much a
social tool, Ogilvy set up social media pages for Mr Fong across all the major
social networks.
Results
Success for the campaign was measured based on demand generation
metrics: e-mail open and click through rates (CTR), landing page visits and
offer click throughs. The team also measured brand awareness through PR
publications, social media metrics, video metrics and Facebook fan numbers.
The campaign was live for 11 months during which it achieved the following
results:
●●17.8 per cent open rate (above benchmark of 12.8 per cent);
●●3.77 per cent CTR (well above benchmark of 0.25 per cent);
●●unique visits to landing page: 10,307;
●●offer clicks: 1,312;
●●registrations: 11.5 per cent of offer clicks (151);
●●total video views: 9,848;
●●Facebook fan page views: 6,606;
●●One pet fish named after Mr Fong!