IBM Campaign Runs Across Six Platforms In World First For Advertising

IBM’s latest advertising campaign is believed to be a world’s first, in that it runs across a total of six media platforms. The campaign for the Thinkpad i series 1200, which broke on 6 November, is appearing simultaneously on the Guardian Unlimited PC, email, interactive TV, Personal Digital Assistant (PDA) and WAP channels as well as in the Guardian newspaper.

Steve Wing, Guardian Unlimited’s head of commercial development, which brokered the deal along with MindShare’s new media division m digital, said, “Although multi-platform, multi-media advertising is still in its infancy we are undoubtedly witnessing the start of a new era for both media owners and agencies alike.”

The campaign consists of banners across UK news and business content on Guardian Unlimited’s PC platforms as well as its WAP and PDA channels. The latter two will contain links to IBM micro-sites and a ‘submit email’ function for further information. In addition, IBM is sponsoring The Wrap, an email news digest which is sent to around 10,000 people each morning, while the Guardian Unlimited TV channel on NTL has IBM buttons linking to a micro site.

Guardian Unlimited: 020 7239 9696

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