SIEMENS - Case Study :: Arends

CASE STUDY

ARENDS Develops Viral Campaign
for Siemens Machine Tool

A new online "Crack the G-Code" mystery promotion was launched by Arends in conjunction with Siemens Energy & Automation’s Machine Tool Business in Elk Grove Village, Illinois.

The premise of the campaign puts the user in the role of an investigator exploring an amazingly productive CNC machining job shop; finding clues to solve the puzzle questions allows you to “crack the G-code” and possibly win prizes. G-code is the cumbersome basic machine control programming language, and Siemens’ line of SINUMERIK CNC controllers represent a tremendous improvement and a resulting boost to productivity.

The new promotion directed at job shops is supported by integrated communications, including a Flash-based web site featuring video, audio, and animated elements; a supposed "CNC EyeTeam Investigation” viral video originally posted on YouTube.com; and advertising (print and online) intended to attract interest and drive traffic to the site. The video has already been given a 2008 Videographer Award of Distinction from the Association of Marketing and Communication Professionals.

The overall goal is to increase awareness of the SINUMERIK brand during the months leading to the industry’s largest trade show in September 2008, the International Manufacturing Technology Show, and to drive traffic to Siemens’ booth.

Award-winning CNC EyeTeam Investigation video

Crack the G-Code web site

Print Ads

whitepapers

Siemens Machine Tool Unit IMTS 2008 web site

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