As INCA is a completely new initiative for IBBT and time to communicate and disclose our intentions was scarce, it was important to reach as many people as possible in a very short time span. We twisted anyone’s arm we could think of to help us spread the message. And to make things a little bit more tangible, the people from Fisheye helped us develop a high quality teaser video for very little money, for which we are very grateful. M-idea designed a great logo for INCA and created the flyer announcing the contest.

But still we were pretty sure that would not suffice to prevent people from saying “if only I had known…” That’s why we tried hard to accomplish a number of marketing deals, and to experiment somewhat with online channels and tools that were rather unknown to us before.

LinkedIn, Plaxo, Facebook and Netlog groups and brands were created or brought back to life. All kinds of free online announcements were made. And a number of targeted media companies were contacted to investigate the possibility of media deals through barter-agreements. Free advertisement in exchange for visibility in our INCA campaign and on our iMinds event, that is. Because not only time was limited, the budget was as well, because we want to invest heavily in innovation and human talent, not in PR!

Tags | campaign, media