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Article: Cybercritique: IBM's banners cast shadow on competitor Sun.(Brief Article)
- Article from:
- Advertising Age
- Article date:
- July 17, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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MARKETER: IBM Corp.
FIND IT AT: forbes.com, wsj.com, and others.
CRITIQUE: Shooting for the stars, IBM Corp. takes direct aim at Sun Microsystems in its new online campaign. The tag, "It's easy to eclipse a sun," employs an animated sun that's covered as a shadow passes over it. Clicking produces a series of servers produced by Sun; even letting the cursor rest on the Sun machines darkens them as well and brings up a graphic of their IBM equivalents.
This is quite a departure from IBM's big push launched last year. The touchy-feely "Magic Box" effort and its accompanying banners have tried to take cold Web servers and make them seem like cuddly ...