Best Technology Website

The many innovations and analytical insights provided by IBM enrich our world on a daily basis, in ways we are not even aware of. IBM wanted to share these stories and engage in a dialogue with an audience of forward thinking social influencers.

The editors of mentalfloss.com responded by creating highly sharable original content that was themed around IBM’s touch points. Leveraging its brand platform, themed takeover days such as “the analytics behind the U.S. Open” transformed our site for IBM’s campaign.

• Site takeover days with themed editorial posts
• Editor-in-chief blogging from the U.S. Open
o Real-time posts on mental_floss.com
o Twitter feed to our 374k+ Twitter followers
o Posts to our 425k+ Facebook followers

A creative and authentic approach to building the proper environment on our site for IBM’s campaign was well-received by mental_floss’s audience:
o 213,500+ social shares of related posts
o Average time spent with top 5 posts was 4:05 minutes. 4x the industry benchmark
o In fact, the content was so memorable that even high-profile followers such as Katie Couric were tweeting about it after all was said and done

Contributors:

Chief Creative Officer:	Mangesh Hattikudur
Editorial Director:	Ethan Trex
Editor in Chief:	Jason English

MENTAL FLOSS | THE WEEK

Location: USA