How can you encourage IT Managers in large enterprises to learn more about service-oriented architecture (SOA) and to enter into interactive dialogue with IBM?

A series of crossmedial tactics monitors the path to success of fictional IT Manager Frank Bremer. Bremer’s Website is the central hub where he publishes his Weblog and encourages visitors to chat or check out sound and video files. Several mailings were sent out during this ongoing campaign, supported by ambient media.Results: The kick-off mailing was sent to 2250 addresses. The response rate of 56% exceeded IBM’s expectations by 30%! Several million Euro revenue so far.