IBM: Destination X
Best Incentive Campaign
Agency: CiEvents
Campaign: Destination X
Client: IBM
IBM Australia needed to motivate its channel partners to sell the System X server, making an impact against companies that had been somewhat desensitized after receiving previous IBM incentives. The audience was diverse and complex, making it difficult to customize the program. Also, certain elements, such as brand positioning, had to be consistent.
IBM created Destination X, an incentive program offering a trip to the FIFA World Cup in South Africa, including premium tickets and corporate hospitality at the semi-final and final game. The week between the first semi-final in Cape Town and the final in Johannesburg, qualifiers were treated to the five-star Sabi Sabi game lodge. Grouping everyone together for travel gave IBM an opportunity to engage top achievers and garner market intelligence and feedback on System X.
Channel partners competed for points through sales of bundled products, including a System X server and software, consulting services or IBM global financing. A portal allowed small resellers to self-register their sales. Points earned were ranked on a leaderboard.
Participants were divided into states and, within that, two tiers, based on company size, turnover and market share. League ladders were created for each tier (12 in all). The individual who earned the most points during the campaign qualified for a seat on the trip.
A targeted email invitation was used to capture audience attention with a click through to an interactive South African- and Soccer World Cup-themed website featuring details of the trip, program benefits and inviting the recipient to register (if they hadn’t already). A launch mailer included a brochure, a DVD and a personally scripted letter. Results and announcements were communicated via email, SMS and Twitter.
An online soccer game drove repeat visits to the website, by encouraging participants to test their skill at shooting a goal. Each sale granted the participant three attempts. Each goal scored triggered bonus points, which assisted in their ranking on the league ladder. On the site, they were fed with sales tips, motivational teasers and updated leaderboards.
The Destination X campaign generated $34 million in incremental revenue (42% over the target). The campaign was 127% higher than the next best channel incentive program. There were a total of 2,900 participants, including 314 new resellers.
