As part of a truly integrated campaign, the Helpdesk website was conceived and produced in tandem with an extensive television campaign. Shot at the same time as the television, the site uses characters from the TV spots to draw the user into an engaging experience, while providing necessary proof points for the complicated issues raised in the commercials. Additional information about how IBM is helping the world, in areas like the environment and government, is provided by dozens of information cards, as well as links to external information sources and interviews with IBM executives.