DALLAS, TX: Information technology company CDW is leveraging this Sunday's Super Bowl and its millions of viewers to cement its place as an IT solutions provider.
On Tuesday, the company is holding a press conference at the Dallas Cowboys Stadium, where this year's Super Bowl is being staged, to showcase CDW's role in the technology throughout the state-of-the-art stadium.
The press conference will hold a behind-the scenes look at the stadium's technology. Back in 2007, CDW sales and engineering teams worked with the Cowboys IT team to design, deliver, and install server and storage capability for the new stadium.
The integrated communications campaign, titled “People Who Get It,” was developed by ad firm Ogilvy & Mather, with the earned media aspects coming from its PR counterpart Ogilvy PR.
Ogilvy PR EVP Suzanne O'Leary Lopez and group director of the agency's Chicago corporate practice said the goal of the campaign is to show how CDW has evolved into a full-service IT solutions provider, while also remaining a technology products company, and to “reinforce its place in the marketplace.”
Paid media components of the campaign include trade publication advertisement and online banner ads. But the overarching goal was to anchor PR in a high-profile event such as the Super Bowl.
“Media relations is a great way to augment this paid media campaign,” said Lopez.
The day after the press conference, the campaign is also coordinating satellite and radio media tours to highlight the role technology plays in concessions and running video on the Jumbotron.
“This is a classic b-to-b brand launch,” said Lopez.