BMC Software - IT Superheroes

For VMWorld 2013, BMC Software asked us to piggyback on an "IT Superheroes" theme another agency was running at the event, with the goal of increasing social presence, engagement and share of conversation. 

Rather than aping what the event agency was doing, we developed our own intepretation of "IT Superheroes" geared to maximize social impact: depicting key VMWorld influencers as superheroes in their own right.

On the input side, we partnered with analytics to identify said influencers. We then brainstormed their superhero identities, wrote copy, and gave real-time direction to professional comic artists  contracted for the project. In total, we created more than 20 superheroes in the handful of days VMWorld was running, and blew well past our assigned metrics. 

RESULTS

Share of Conversation

+ 50%

over 2012 (goal was 2%)

Engagement

+ 376%

almost 4x lift from 2012

Twitter Followers

26% higher

than weekly average gain

@Josh_Atwell Your time travel is cool, but your vast #IT knowledge makes you one of the #ITsuperheroes! #VMworld

@otherscottlowe Even when faced with the most complex #IT issues, #ITsuperheroes don’t break a sweat. #VMworld

@isocial_fanz Your training skills are an inspiration to others. RT to shine your #IT light! #Itsuperheroes #VMworld

@networkingnerd: What is best in life? Perhaps becoming one of the #ITsuperheroes at #VMworld? RT if you agree.

@babcockcw: Your cloud computing knowledge gave you away. We know you're really CLOUDMAN! #ITsuperheroes  #VMworld