Eaton: My IT Empire

Our audience—IT guys—are a quirky bunch. Reaching them, connecting with them, and showing them that Eaton “gets them” is a big goal for the campaign. But, so is lead gen for their sales department. So, how do we get this tech savvy bunch to want to give us their lead gen info without relying on typical B2B tactics that they normally avoid?

“My IT Empire” was an integrated, digital campaign that allowed our users to create a personalized infographic about them and the IT infrastructure they rule.

We asked about fun stuff like: their favorite apps, music, and how many cups of caffeine they drank per day, as well as useful information like how many servers they had and about their power infrastructure.

All this information populated the poster in real time, and at the end they were sent an actual printed poster, free!

Our results:

•       276% above target participation rate

•       34% increase in brand familiarity

•       4,514 unique leads captured and infographics created by IT pros

•       216,672 prospective customer data points gathered

Watch the case study

Banner ads, emails, and social media drove our audience to the promotion.

My IT Empire microsite
Users were driven to a landing page where they were given information about the promotion and could view sample posters in a Hall of Fame. Then they went through a simple step-by-step process of building their poster while it populated in real time. 

Posters
Samples of actual user-created posters.

My IT Empire: Case study