Give employees their own invitation to take part
Give employees their own invitation to take part in the changed partnership experience. When Wimbledon was cancelled in 2020, IBM and the All England Lawn Tennis & Croquet Club created The Greatest Championships, sharing iconic matches remastered and reimagined for modern, data-hungry fans. The Frameworks developed supporting content to explain the partnership's role in making the new format possible. Alongside the video content, The Frameworks created a dedicated internal campaign for IBM employees, including an animation and a spot-the-difference-style game intended to get employees excited about that year's incarnation of Wimbledon. Treat employee communication as a distinct part of the partnership campaign: give staff an activity through which they can explore the changed experience, rather than only content to watch.
Sources: Match point: how The Frameworks created an integrated campaign for Wimbledon and IBM in two weeks