IBM Taxi TV Interactive Campaign
TIMING
November 2009 – January 2010
MARKETS
New York City, Boston, Chicago, Washington DC
CREATIVE
- NYC: Full motion :30 video, corresponding horizontal banner and interactive microsite (first campaign to fully utilize interactive capabilities of the microsite area)
- Boston, Chicago, Washington DC: Full motion, :30 video and corresponding tower banner.
Campaign Results
- 29 million impressions delivered over 3 months in NYC (6700 screens), BOS (1000 screens), CHI (300 screens) and DC (400 screens)
- 326,000 interactions with the microsite (# of times the banner was clicked)
- 3.5% engagement rate which is extremely high by all measures
- IBM extended the initial campaign and subsequently ran several multi-month campaigns across the Taxi TV national network
