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John Cleese Connects with IT Managers in Viral Online Film

Rohitblog_livevault I just got my LiveVault poster today from the Institute for Backup Trauma.  It’s a site I visited about 4 weeks ago promoting the data storage solution offered by LiveVault.  The campaign is a brilliant spokesperson marketing execution featuring John Cleese as Dr. Twain Weck in an online film about an "original story told for over 30 years by distressed IT people everywhere."  It’s an online film about the dangers of not backing up data properly … but the interesting angle is the combination of spokesperson and humor to connect with a common business problem for LiveVault’s target audience.

The poster is a movie-style promotion for LiveVault that is designed to go on the walls of IT managers — a constant reminder of the brand and product line.  It’s a great example of understanding your customer, knowing how to engage them, and using an entirely viral online campaign to build awareness and preference for their solution.  They even connected with the whole Star Trek connection by casting Michael Dorn, formerly Worf on The Next Generation …  but Cleese carries the show, by coming off as humorous and authoritative in the same breath.  It lasts for about ten minutes (an eternity for an online video clip), but at the end you’re left wanting to see more.   Definitely a successful online marketing effort.

Read a great behind-the-scenes story of the shootTheManager.org

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A keynote speaker on trends, innovation, marketing, storytelling and diversity.

Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world. He is the #1 Wall Street Journal and USA Today bestselling author of eight books and is widely considered one of the most entertaining and original speakers on disruption, trends and marketing in the world.

Rohit has been invited to keynote events in 32 countries … and over the past year, given more than 100 virtual talks from his home studio. He previously spent 15 years as a marketing strategist at Ogilvy and Leo Burnett and also teaches marketing and storytelling as an adjunct professor at Georgetown University.

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