IBM rolls out phase two of ‘Mr. Fong’ campaign

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New York—IBM Corp. rolled out the second phase of its “Mr. Fong Lost in Space” e-mail campaign, which promotes its Jazz Technology Platform products.

The campaign was developed by Ogilvy New York and is targeted at software developers and IT buyers.

It uses video embedded in e-mail to encourage 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 debuted in September, resulted in e-mail open rates of up to 20% and click-through rates of up to 3.35%.

—Kate Maddox

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