5 Inspiring B2B Campaigns You Can Learn From
Juniper Networks is a technology company that offers hardware and software products for networking. It wanted to bring more attention to its data center security software. While the topic isn’t particularly compelling, the brand managed to tell an enticing story by employing innovative marketing tactics.
Juniper took an unorthodox approach by using gamification instead of advertising messages to reach its audience, namely IT specialists in target companies. To educate and inform its target audience, Juniper created Deception Force, a game where the IT experts are the heroes who fight off Trojans and DDoS attacks.
Throughout the game, players were subtly exposed to the concepts behind Juniper’s products. The digital campaign was complemented with a game franchise and a landing page. Gamers could also create a selfie as the hero in the game and share it on social media. Within three months of its launch in February 2014, the game was downloaded 15,000 times on mobile devices. The YouTube trailer got 9,000 views in the same period.
For the last 10 years I have been running a full service digital marketing agency, inSegment, an INC 5000 company serving premier clients and achieving awesome results. I am always working on startup ideas, serving on advisory boards and writing. I am married and the proud father of two talented daughters.