Objectives

Background:

A whopping 90% of IT decision makers struggle to find engaging IT content that can help them make informed decisions. 

Objective:

Create groundbreaking IT content that cuts through the techno-babble to engage, inform and entertain.  

Strategy and Execution

Strategy/Creative Idea:

Create the world’s first after hours tech show specifically targeting IT decision makers.

Implementation:

• Researched the biggest pain points and hottest topics in tech.
• Built a garage filled with an eclectic collection of tech through the decades, iconic tokens of pop-culture and DIY innovations.
• Brought in Emmy-nominated futurist, comedian, writer, and cultural critic Baratunde Thurston to be our host.
• Invited a diverse array of tech titans to tackle the toughest subjects in a way anyone can understand.
• Created 8 episodes.
• Generated interest through paid, owned, earned and shared media.
• Turned techno-babble into engaging content.

Results

The Numbers:

300 million impressions: 70% higher than industry benchmarks.

72 million video views: 11x industry benchmarks.

7 point increase in brand consideration.

 Generated interest from thousands of large enterprises.

The Best Results:

Created a first of it’s its kind content format for IT decision makers.

Revealed a side of tech leaders never seen before.

Discussed complex technologies in a way anyone could understand.

The Best Results of All:

Proved b2b doesn’t have to mean bland2blander.

Primetime TV agreed. The online show became so popular that a major TV network picked it up

for a summer 2022 release.

Media