Sun Microsystems

Challenge

Sun Microsystems Inc., (NASDAQ: JAVA) develops the technologies that power the global marketplace. Guided by a singular vision -- "The
Network is the Computer" -- Sun drives network participation through shared innovation, community development and open source leadership.

Sun provides a diversity of software, systems, services, and microelectronics that power everything from consumer electronics, to developer tools and the world's most powerful datacenters.

Sun's core brands include the Java technology platform, the Solaris operating system, StorageTek and the UltraSPARC processor.

The Exordium Group began its relationship with Sun in 1997. Since that time we have created targeted programs to assist Sun sales and marketing in penetrating new vertical markets and taking market share from competitors.

Digital Solution

Sun Microsystems sought to empower its partners with the philosophy "The Network Is the Computer" The Exordium Group advised Sun on the
most cost effective means of "taking the peaks" to stand out from the technology crowd. Based on our strategic recommendations and implementation assistance Sun established the "Powered by Sun" philosophy and partnerships.

These partnerships included placing Sun's technology within the nerve center for American activity at the world's most prestigious film event, the Cannes Film Festival.

Through live web broadcasts, panel discussions and hands-on interaction Sun captured the attention of the world's most influential film executives.

We created additional programs to target the film industry vertical including sponsorship of the Sundance Film Festival; partnerships with New Line Cinema, E! Entertainment, and Sony; sponsorship at the Academy Awards, the Grammies and the Golden Globe Awards; and, red carpet premier programs for 007 "Tomorrow Never Dies", "Lost in Space", "Flubber" and others.

The "Powered by Sun" program was extended to MLB.com, the Olympics and many others.

Digital Results

Sun broke into many markets through the creation of unique and powerful technology partnerships. With smaller budgets and strategic creativity, the team at Sun consistently outperformed larger, deep pocketed technology partners.