IBM launches first rich media Internet campaign in U.K.

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PARIS--IBM Corp. has launched what it is claiming is the U.K.'s first Internet advertising campaign using rich media technology, which allows Web surfers to interact with an ad in greater depth than before.

Created by Ogilvy Interactive, the campaign is aimed at highlighting IBM's sponsorship of the Lawn Tennis Championships at Wimbledon. The ads can be seen until the forthcoming July 4, the last day of the tournament.

The campaign includes banner ads using Enliven technology and a multimedia movie using Macromedia Flash technology. Response rates to rich media banners have reached 340% above normal, according to IBM.

Different banners allow Web surfers to play virtual tennis, including returning serves on a virtual grass court with stunning graphics and sound. The Flash movie explains how IBM's solution for Wimbledon works. Users can get information e-mailedto them by simply entering their e-mail address.

Ogilvy Interactive, a unit of OgilvyOne Worldwide, creates Internet marketing campaigns and strategies for clients including IBM, Lotus, Nestle, Cortal, SmithKline Beecham, BOL and Maaf.

Copyright June 1999, Crain Communications Inc.

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