The annual Directors Summit proved the perfect event around which to create the campaign.

Graphic episodes: Three comic book-style episodes featured Cisco executives, clients, partners, and celebrities interacting with Cisco technology to deliver services in inspiring, visionary ways. Inside jokes and innovative situations further engaged readers.

Website: Hosted on the Cisco intranet, this housed all campaign assets, including episodes for download, contest info, and other campaign elements.

Targeted voice mail, DM and email: A series of highly targeted messaging went out to Directors both pre- and post-Summit.

Mobile campaign: Summit attendees opted in to receive services-related trivia questions via SMS text messages. Contest winners received prizes. This was the first-ever mobile campaign at Cisco.