IBM launches phase two of ‘Mr. Fong’ e-mail campaign

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New York—IBM Corp. launched the second phase of its “Mr. Fong Lost in Space” e-mail campaign, which promotes Jazz Technology Platform products. The campaign was developed by Ogilvy New York and is targeted at software developers. The campaign uses video embedded in e-mail and encourages users to help the fictitious character Mr. Fong find his way back to Earth, using IBM’s Rational Quality Manager software. The first phase of the campaign, which launched in September, resulted in e-mail open rates of up to 20% and click-through rates of up to 3.35%.
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