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John McNeil Studio Creates Social Media Campaign for Juniper Networks

John McNeil Studio has unveiled its new marketing campaign for Juniper Networks’ new MetaFabric Architecture for corporate IT data centers. The integrated effort infuses pop culture into the world of business-to-business advertising.

The Data Center Rap Battle is a socially oriented site that centers on a series of verbal bouts between IT geeks, who take to the mic to settle the superior virtues of Virtual and Physical networks. Visitors can vote on who won each of four rounds, watch cheeky “behind-the scenes” videos in the Coaches Corner and record their own rap built on a Mad Libs-type script, which they can share on social networks. JMS created animated gifs, memes, downloadable beats and a ringtone for the Data Center site, too.

“There is a real fight going on in data centers everywhere but, ultimately, it’s silly and unnecessary,” said Doug Green, Creative Director at John McNeil Studio. “So we decided to have some fun with it and imagined what would happen if HR hired a corporate rap consultant to help them work it out.”

The video battles have fun with a rather abstract subject – they place tech terms in a more-digestible, comedic context. Broken down into Physical and Virtual crews, they rap in a company’s fluorescent-lit control room, where the lights are dimmed to achieve a dingy “Fight Club” ambiance. In one bout, the “Business Agility” of the Virtual network goes mano-a-mano with the “Network Stability” that Physical assures. A second pits the merits of Virtual’s “On Demand” capabilities against a Physical network that’s “Always On.” A mid-level software manager gets bleeped in his zeal for freestyling about apps. “Whoa, Rob, there’s no swearing in rap,” the ref says. Network engineer Vikram steps out to take a customer call mid-rhyme, but he’s just messing with us to show how Physical is superior to the Virtual cloud.

The big winner, naturally, is MetaFabric – it delivers the best of both worlds by supporting Virtual and Physical networks. While its chief competitors are champions of physical hardware or virtualization, Juniper’s new architecture enables a simple, open and smart data center that accelerates the deployment and delivery of applications within and across multiple sites and clouds.

Juniper Networks is promoting the Rap Battle site online at WSJ, YouTube, GDN/Search, Ars Technica, Flipboard, Network World, AddThis, Twelvefold and Quartz.

Click to tweet: @JMcNeilStudio unveils its new campaign-Data Center Rap Battle-for Juniper Networks’ new MetaFabric Architecture.

About John McNeil Studio

Founded in 2009, John McNeil Studio is a marketing hub that fuses a model of constant collaboration with the power of creative solutions to build winning brands. Located in Berkeley, Calif., JMS has a wide range of capabilities along with full-service advertising, including production, design, technology, marketing communication, strategic planning and innovations. Our studio’s motto: “Everything is a chance to build a brand.”

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