Re-THINKing Brand Activations: The Debut of IBM’s Quantum Activation

Continuing our journey alongside the development of IBM’s digital first-activations, we share with you today the next installment in our 3-part blog series ‘ReTHINKing Brand Activations,’ featuring the debut of IBM Quantum. 

Let’s get you up to speed as to where we left off. IBM and experiential partner GPJ were faced with a new and far reaching challenge presented by the global health crisis, COVID-19.

 

Overnight, IBM went from planning their Think 2020 global conference in a physical space to pivoting their global event strategy to digital event experiences. 

An essential part of this pivot was realigning IBM’s in-person brand activations to meet the needs and behavior of both IBM’s audiences and the needs of their global IBM teams to use around the world. To read more about this, you can review part one of the IBM Think Digital series HERE

The reimagined Think Digital event experience took place from May 5- 6, reaching over 90k attendees and focused on how IBM is helping accelerate recovery and transformation during COVID-19. 

With hundreds of live and on-demand content options to choose from, the sessions featured resources to deepen engagement, learning and exploration. Among these was GPJ and IBM’s digital-first activation: IBM Quantum.

The IBM Quantum Digital Activation is an immersive, interactive digital experience exploring the full quantum technology stack. Attendees were drawn to the activation through call to action messaging across prominent featured sessions, including the Arvind Krishna’s CEO address The New Essential Technologies for Business, Ginni Rometty’s Chairman address Making the Digital Era an Exclusive Era with guest speaker will.i.am, and Dario Gil, the Director of IBM Research’s session The Quantum Era of Accelerated Discovery.

The experience took attendees through five different chapters that showcased how IBM is the only company that offers the full quantum technology stack designed to deliver real-world solutions, including the most used and most advanced hardware, integrated systems, cloud services (IBM Quantum Experience) and software platform (Qiskit). 

Attendees learned how tens of thousands of people are using IBM Quantum computers on the IBM Cloud to explore potential future solutions to the world’s most challenging problems, such as accelerating the fight against climate change, improving the world’s food supply, or uncovering nature’s fundamental secrets.

Through the great partnership and collaboration with IBM, GPJ and sister agency, Spinifex Group, the digital activation delivered, driving solid business results:

  • Thousands of visitors to the activation site
  • 89% click through rate
  • Shared on social media channelsIBM Instagram, IBM Twitter and IBM Research Twitter, 1.1 million followers
  • Attendee cross-sharing of link in live chat during live Quantum session sparked positive conversation and community building

Stay tuned for the final installment of our 3-part blog series, where we’ll be sharing the work of Think City Digital, making its debut across IBM’s Think Digital Summits this summer. Stay tuned for a closer look at the work and the results!