Give employees their own invitation to participate
Give employees their own invitation to participate through content and an activity designed specifically for them. For IBM's Wimbledon campaign in 2020, The Frameworks created an internal animation and a spot-the-difference-style game intended to get IBM employees excited about the tournament's new incarnation.
After Wimbledon was cancelled, the All England Lawn Tennis & Croquet Club and IBM devised The Greatest Championships, sharing iconic matches remastered and reimagined for modern, data-hungry fans. The Frameworks developed supporting content to highlight the partnership's role in making that change possible.
The employee campaign formed a distinct part of the supporting work, alongside materials such as conversation-starting cheat sheets for IBM sellers. The practical approach is to give internal audiences a dedicated route into the changed partnership: use an animation to introduce the experience and a game to invite active participation, rather than relying on public-facing content to generate employee interest.
Sources: Match point: how The Frameworks created an integrated campaign for Wimbledon and IBM in two weeks