In the past year, IBM Corp. has opened its arms to Linux, even
to invest more than $1 billion in Linux over the next year and
an additional $300 million in Linux services over the next three
years. Now venerable Big Blue is putting its advertising dollars
into the mix in the surest indication yet that IBM means business
when it comes to Linux.
According to an IBM spokesperson, Big Blue is spending double
digit millions on its new Linux eSever ad campaign.
"It's just generally to raise awareness of IBM's embrace of
Linux across our server family," the spokesperson said. "It's very,
very different from the IBM eBusiness campaign. It's a new look to
celebrate a new movement."
The theme of the campain is "Peace, Love & Linux." It
features a peace symbol, a heart, the Linux penguin and the eServer
"It's very simple," the spokesperson said.
The campaign will target corporate server buyers with billboards
(Times Square will host New York City's ad), newspapers, magazines
and IT trade publications. Big Blue is also working a Web campaign
through e-mail,but Internet users won't see an IBM Linux banner
"It's an e-mail campaign because that's really the way the Linux
and Open Source communities communicate and we want to reach out to
them as well," the spokesperson said.
However, for those want a little more dazzle, the company has
put out an online
flash ad explaining Big Blue's interest in Linux.
"Why is IBM supporting Linux?" the ad asks. "Because we admire
it, we believe in it it, we need it, and it's good for
The ad then expands on that theme, declaring the open standards
associated with Linux as essential to the furtherance of its vision
for online business.
"Integrating platforms and software is the real road to the next
generation of truly seamless infrastructure," the ad says. "The
open standards of the Internet made it possible to integrate
networks. Linux will do for applications what the Internet did to
The campaign has already hit the U.S. It will then roll out in
Europe and Asia.