IBM created an interesting ad campaign for their Rational Team Concert collaboration software. In the viral campaign, a character named Mr. Fong is lost in space and needs help reconnecting with his team. Ogilvy developed the creative concept complete with a microsite, facebook, myspace, youtube, flickr, and twitter. You can see a few of the ads below. We don’t quite get how the ads connect to the software.
Distress Message From Mr. Fong
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Lonely Astronaut Mr. Fong Rocks Out in Space
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Fong Aerobics
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Mr Fong's character is the creative continuation of an ad campaign developed in June (print). IBM wanted to give more prominence to the character and make him the lead of a new story – his adventures in space help illustrate the benefits of IBM's Rational product portfolio. IBM's very happy and proud to see how consumers connect and engage with the character – which promises more space adventures to come! For more information on the Lost in Space campaign, please read the following BtoB article http://www.btobonline.com/apps/pbcs.dll/article?AID=/20081201/FREE/812019974