Corporate Centennials have become a commonplace. But when IBM turned 100 in 2011 it wanted more than the usual self-congratulations. Defining objectives against IBM employees, Clients, Communities and Investors, we built a year-long program of executions and events to turn the occasion into business advantage.The key strategic problem was this: how does a technology company celebrate its Centennial without seeming out of date? We found the answer in IBM’s spirit of ceaseless innovation – applied to the fields of technology, business and society in general.This spirit was brought to life across every ‘earned’ and ‘owned’ media channel available, with very little ‘paid’ expenditure. (Our total advertising expenditure across 170 countries was only $6m.) Rather than focus just on IBM’s June anniversary 2011, we built a year-long program of experiences and events to build a ‘story arc’ throughout the year. At every stage, we maximized coverage, setting specific PR objectives, e.g. drive feature stories, rather than news reports.

As a result IBM significantly strengthened employee perceptions, drove consideration with clients, wooed investors and embedded itself in communities. Although Centennial purposefully didn’t ‘sell’ directly, modelling estimates ROI (due to heightened consideration) of over $1bn. A more engaged workforce and lower staff attrition will pay back multiple millions more. IBM’s stock rose 25% in the year, a gain of $45bn in market-cap. Meanwhile IBM closed the gap at the top of Interbrand’s ‘Best Global Brands’ rankings, rising 8%, poised to overtake Coca-Cola to become the world’s most valuable brand.

The campaign built a ‘story-arc’ through the Centennial year. With IBM100.com as a hub, week-by-week we told 100 IBM innovation stories, illustrating each with a custom-designed 'Icon of Progress'. We produced 3 Centennial Films with Oscar-Winning directors, celebrating IBMers, clients and their collective achievements. And we released a Centennial book: not the usual cob-webbed chronology, but something with value and credibility. It became one of 2011’s most-distributed titles.On IBM’s actual birthday, IBMers donated 3.1MM hours of their time to local projects (the biggest Corporate Service event in history). The result: more content, and more magnification through media coverage.At the end of the year, we convened IBM’s ‘Think Forum’ – 700 business and World leaders together in New York to discuss the future of leadership – followed by ‘Think Exhibits’ offering the public an immersive hands-on experience of IBM innovations. Throughout PR and tactically-deployed advertising built and sustained momentum.

Topline results are above, specific PR metrics follow:Connected with thousands of business/IT leaders: 5,000 event attendees worldwide, 700 C-level executives at Forum.With 625,000+ copies distributed, our book was one of 2011’s biggest titles70% of the workforce (goal 50%) participated in 'Day of Service': the largest corporate-service initiative in history. 3m hours donated (3 times the goal), or 1,021 years, valued at $100m; service projects in 71% of 170 countries (goal 60%).

Generated 5,700+ articles, 11,800+ blogs, 14,700+ tweets - 73% positive. IBM was the top trending topic on Twitter; 20m impressions in social media.53% of coverage in major news/business publications (goal 51%). 77% of mentions feature stories (goal 51%).PR delivered key messages: Innovative technology (71% coverage, 139% of goal), transformational leadership (41%, 136% of goal), societal impact (37%,148% of goal); icon(s) of Progress in 68% of coverage.Other companies are now approaching IBM for best practices on how to celebrate their anniversary.