EMC BIG DATA
Growing at an unfathomable rate, big data might be the biggest step forward in business since the handshake. But how do you make that sexy? Here’s another question; what’s sexier than a guy on a bike in a leather jacket? We figured, if we can glean millions of surprising data points off of someone at 200MPH, we can probably gather some useful data trends and patterns off of a typical business – and guide its owner to even more success. So we enlisted John McGuinness – the fastest man on two wheels – to help EMC demonstrate their expertise in big data, and keep people engaged along the way.
SIZZLE VIDEO. Sometimes you get a tough crowd. So, EMC sales folks had the option to front-load their big data presentations with this shareable video short, which captures high speed data visualization while satisfying the raw desire of nearly every human to vicariously experience ungodly racetrack speeds. Promoted with banners, the spot has a broad shelf-life too, appearing on various EMC sites, YouTube channels, tech blogs, even John McGuinness’ Twitter feed – currently at 103,000 followers.
CHAIR TOPPER. Ensuring EMC’s top stories stay top of mind, we developed a slick, contextual conference leave-behind. As event-goers gather, they’re disrupted by a high-quality printed bi-fold on their chair. One that’s short enough to hold their interest, and long enough to be tucked away for the plane ride home.
WE CAPTURED JOHN AT 200MPH. YOUR TURN.
GENTLEMEN, START YOUR THUMBS. This assignment was begging for a little motion...and participation. So we used FB and Instagram carousel ad units to create a series of very short, self-propelled movies where viewers could actually control John’s performance with their thumb by scrolling across the ad.
DATA DEMONSTRATED BY YOUR DIGITS. To showcase examples of what EMC analyzed, we also included digital data overlays on the footage itself – in the case above, John's banking angle coming out of a turn. Other versions touted his track speed, heart rate, even his inhuman corner-hugging consistency. The ads (and the big video) were promoted on EMC’s FB, Instagram, Twitter and LinkedIn, and through PR posts to tech blogs. The point: get curious techies to share it with other curious techies. Not because we tell them to, but because it’s fun.