IBM has sponsored the Australian Open tennis for over 20 years. Each year they’ve invited senior IT decision-makers to join them on Men’s Semi-final day. Unfortunately the IT department no longer has the sole responsibility for making IT investment decisions. More and more influence is being exerted by the Marketing department. So, in 2015, IBM decided to change strategy at the Australian Open. This year they sought to fill their marquee with the CMOs of Australia’s largest businesses.

Clearly a tennis racquet is relevant as an invitation to an event based around tennis. What takes this idea to the next level is the use of the Semi Final day. Every player who enters the Australian Open dreams of being there when the high-pressure matches are being played. In this mailing we were able to pander to the ego of our CMOs by stating they had already reserved their place on that critical day.

Amazingly, 86 of the 111 CMOs we mailed RSVPed without further contact – that’s 77%.

As a result of this mailing and this mailing alone IBM started 86 new conversations with impossible-to-reach CMOs. Just as impressive was we had 36 high-profile CMOs clear their diary to spend the day with IBM. That’s a response rate of 32%.

Verbatim invitee quotes:

"I absolutely loved your invite to the men’s tennis in Melbourne on January 29. I think this would have been a great opportunity to meet similar minded CMOs."

Senior Marketer from Amalgamated Holdings Limited

“Ha, best invitation ever, really, that’s so freaking awesome, it makes me want to play tennis again and maybe I will.”

Senior Marketer, Foxtel

“I just had to get in touch and say what an inspired invitation!”

Senior Marketer from Bendigo Bank

“Thanks so much for the invitation for [name withheld] to attend the Australian Open Men’s semi-finals in January. The invitation was very cool and such a great idea!”

Senior Marketer from Westpac Bank