Dive Brief:

• For the next phase of IBM's "Smarter Planet" campaign, the company is running 50 TV spots during the Masters tournament. 
• Each spot, airing only once, will run 30 or 60 seconds and spotlight how a different company utilizes IBM technology. 
• Later this year, IBM will also push the campaign on social media with the hashtag #MadeWithIBM, as well as print ads, a microsite, and an out-of-home campaign.

Dive Insight: 

The spots IBM developed are exactly the kind of functionality the firm should showcase to bring in new customers. The best way to understand a company's technology is to see how it's really being used. The fact that there are such a large number of practical uses for IBM's technology is sure to be impressive to prospective clients.