IBM sets Web launch for ThinkPads

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IBM Corp.'s PC division this month gives its new ThinkPad laptop computers a Web advertising sendoff, marking the first time the marketer has launched a new product on the Web before the rest of the campaign breaks.

Banner ads from Ogilvy & Mather Interactive, New York, promoting the May 13 online launch of the ThinkPad 380 series use a new tagline: "The power of a desktop. The personality of a ThinkPad."

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"We're positioning the product as a desktop replacement," said Marty Susz, worldwide director of communications for IBM Personal Computer Co. The 380 will feature floppy disc and CD-ROM drives and will cost from $2,199 to $3,000.

SWEEPSTAKES TEASER

A teaser banner campaign that began May 1 invites Web users to sign up for a sweepstakes and will draw them to a ThinkPad 380 series site that goes live May 13.

J Sandom, senior partner with O&M Interactive, said he hopes this will be the first of many IBM PC products his group will handle online.

In a twist, print ads breaking after May 13 feature O&M executives including Creative Director Ken Segall and ThinkPad Account Exec Scott Townsend using ThinkPads. The ads will appear in The Wall Street Journal, Business Week and other magazines.

Copyright May 1997, Crain Communications Inc.

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