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IBM knows that customers have never been smarter. They’re connected 24/7, everywhere – to your brand, to communities – via social, mobile, online and offline.

The Generation C campaign was a complex, multi-touch global lead generation effort that embodied a unique combination of Web 3.0 digital, video, direct response, display and social outreach. In addition to shattering previous inbound lead efforts, its impact at the Smarter Commerce Global Summit drove over 70M impressions on Twitter and the hashtag #IBMSCGS organically trended #1 during the conference.

The results? A new Guinness World Record© and a trend-setting theme that drove a 9-month lead generation engine.