Dive Brief:

• In its latest phase of "People for Smarter Cities," IBM crowdsourced videos from residents across the globe on how they would improve their city. 
• The promotion was run through Zoopa, a community of over 200,000 filmmakers, bloggers and environmentalists. 
• The winner was "Grandby Park," a video about a vacant site in Dublin. 

Dive Insight: 

The Ogilvy France-coordinated "People for Smarter Cities" promotion last year was a hit for IBM. The reason it continues is because, although IBM is a B2B firm, the company has realized that catering to human needs, wants, and emotions is a powerful thing. Plus, anytime a corporation can inspire some good, it's a plus for its marketing, in addition to the difference it might make.