Goals and objectives
VMware wanted to raise awareness as a brand and shift perception to being a solution provider by engaging readers through thought leadership and content. To accomplish this, the brand wanted a series of articles that looked at the possibilities for the future, analyzed their impact, and asked “What will it take to get there?.”
Atlantic Re:think has built an ongoing content platform on TheAtlantic.com, “The Possibility Report”, to report on the profound implications of evolving technologies, weaving in VMware throughout. Every month for six months, Atlantic Re:think and VMware is introducing new content, including articles, graphics, video, and partner stories, that explores how technology is impacting transportation, food, medicine, and other aspects of human life and industry.
The program hopes to make VMware—a lesser-known cloud computing company than its competitors—visible to CIOs, CTOs and IT Decision Makers, and bring more visibility to the brand’s “Culture of Possibility” ethos.