AS a sponsor of the Masters last year, IBM did what most sponsors did and introduced a few new commercials that ran in heavy rotation during the golf tournament. But this year, in the advertising equivalent of a driving range, IBM is teeing up about 50 commercials that will run just once.
To introduce a new campaign, “Made With IBM,” the company dispatched three filmmakers to 17 countries to document its technology in action. About half of the spots, which are 30 or 60 seconds long, feature businesses, public agencies and other IBM customers.
In one spot, for example, a representative from Sky Italia, the satellite television broadcaster, credits tools that collect and analyze social media mentions with helping to gauge subscribers’ favorite shows. In another, a representative from Lindt, the Swiss chocolate company, credits cloud-computing expertise with increasing online sales.
Other spots feature IBM researchers (IBMers, in company parlance) explaining emerging technological solutions, such as how Watson, the cognitive computing system that famously vanquished “Jeopardy!” champions in 2011, is used by oncologists at Memorial Sloan Kettering Cancer Center to help choose diagnostic and treatment approaches, and by chefs to develop counterintuitive recipes.