Branded content is a largely used strategy in Brazil in formats traditionally related to FTA TV, the country’s main communication medium. Infomercials, product placement in soap operas and reality shows, testimonials and the like are recommended to reach a large audience.

However, since the action’s target was extremely segmented and specific, this type of media was not capable to deliver promising results.

For this reason, we needed to create a unique branded content model for IBM that could impact and engage a highly technological and choosey audience like developers. Digital money, offered by the brand exclusively for this target via an app would be the most relevant, useful and memorable content that IBM could possibly produce and disseminate in the Cloud.

Technology allows people to have freedom and autonomy in their hands and with the Cloud it’s the same. For developers, it is more than an outlet for ideas; it is a tool for making money.

So we created a totally new and digital action: for the first time in history, IBM cloud showered real money. But not any currency, Bitcoins: a much valued currency that could be collected for real as the target raised their mobile devices when it “rained”.

A famous influencer, “Jovem Nerd”, endorsed the action and engaged thousands of people on the spot, and via social networks. He also appeared on a video of the action.

After six days and more than US$20,000 distributed in Bitcoins, the action generated very positive business and communication results.

It impacted 77% of the participants, who talked about it on social networks. During Campus Party, IBM was the brand with more mentions on social networks, having received 91% of positive mentions. Besides that, more than 800,000 people watched the action’s video on YouTube.

The Bitcoins rain also put IBM in the developer’s list of consideration: after the event, 75% of interviewees said they now considered IBM as a partner for their projects.

There was an increase of 140% in trials for IBM Cloud solutions and an increase of more than 1,500% in the weekly average of registration of developers in IBM’s database, considering the past 5 years.

The action took place in a specific event, but opened doors for the relationship between the brand and developers, creating lots of buzz.