Thanks to IBM, the TED fellows didn’t just get to attend the TED conference, they were able to stand up and tell their stories. Not just to delegates, but to speak to the world.Their three minute talks became public property, available online and designed to be shared. We made the world’s only female high altitude archaeologist and high-tech magician famous globally.We turned our partnership into a content generation engine for both the TED website and its YouTube channel, positioning IBM and its mission at the heart of the Smarter Planet movement.The partnership also gave the brand permission to be part of the TED Global conference, showcasing its innovative technology directly to its target audience in a style and location where they would listen.We amplified the relationship via competitions and content in Wired and blogger outreach.

IBM’s TED content was so compelling that it simply had to be shared. The fellows’ stories were watched nearly half a million times, attracting more than 1,200 positive blog posts.The result has been a sea change in perceptions of IBM: key brand metrics are up by an average of 8%. 'Innovates in a way that matters to me' up 12%.A highly targeted partnership actively managed to bring benefits to both TED and its fellows has changed attitudes to IBM: Smarter Planet now has an audience.