In 2007, global software giant Teradata became an independent company for the first time since its founding in 1979. Teradata wanted to celebrate this historic occasion with the people who have engendered its success for the last decade. Celebrating people, their people, was far more important to them than celebrating accomplishments. They wanted to make it clear that it was the people who made Teradata possible and generate excitement, engagement, and pride in being part of team Teradata. But how could they successfully bring together over 11,000 employees and contractors around in the world?
We worked with Teradata on a complex multi-channel campaign with worldwide reach that rolled out over the course of three months, leading up to a global celebration at each office on October 2, 2017. The campaign, titled “Teradata Ten,” was multifaceted; a mix of digital, direct mail, posters, internal emails, event planning, and traditional mailings. We created an interactive website that teams across the globe were able to access using their employe IDs. This internal social network invited teams to create profiles, share fun favorites, and even engage in a daily digital contest, “Score with #TDTen Sweepstakes” for their chance to win entries for cool prizes.
We designed, sourced and shipped hundreds of T-shirts branded with the event design for employees to wear during the celebration. Eighty-eight offices around the world also received branded “party in a box” mailers that contained all of the goodies they needed to throw their own onsite party. Teams could also engage digitally using #TDTen and even request a custom slice of digital cake via Twitter by using the #TDCake hashtag. Our team created a Snapchat filter geo-targeted to office locations that Snapchat users could share throughout the party week. Our team also sourced and shipped mailers made from seed paper, which were then distributed at many locations. We even created a playlist on Spotify where employees could add and share their own party tunes!
The Teradata Ten website launched in three phases, becoming more robust and interactive with each phase. It even pulled in all photos and posts tagged #TDTen from Facebook, Instagram, and Twitter, giving employees around the globe one central location to view photos and messages from their colleagues. Data shared on the site was used in email communications, and also formed the emotional core of an inspiring video we created at the end of the campaign that contained messages, fun facts, and smiling faces of Teradata employees around the world as they celebrated their decade of independence.