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#SXSWi: Why We Want You To ‘Get Some IaaS’

Whoever said ‘DNS is Sexy’ first is owed a ton of props. What a poet!

Our disruptive 2nd major marketing campaign we ran (after the inaugural ‘Break Free’ campaign) cemented Dyn as a major player in the Managed DNS arena. It made us think long and hard about raising the bar and pushing the limits for whatever we decided to roll with next. It couldn’t flop.

In typical Dyn fashion, we didn’t take ourselves too seriously, had some fun, and mocked the Internet routing protocol we deliver our clients. If you are conservative, I’m sure it can be a little crass. Yes, we played off of GoDaddy’s continued approach that sex sells, but with a major twist: no sexy people, antics, commercials, celebrities, wet t-shirts or huge dollars.

When you sell 24/7 trust-based services with strict service level agreements, things can be pretty heady and pretty stressful. Our campaigns set out to humanize the code, which is why we’re ready to announce the next one that is about the rock the technology world. What you see is what you get with us. Instead of hot chicks in white t-shirts, we put bearded engineers in black ones. We circled the globe in a grassroots mission to spread the gospel of what we focus on and obsess over. We gave out upwards of 10,000 t-shirts. Seriously, we lost the exact count. It’s insane.

Get-Some-IaaSThe ‘DNS is Sexy’ campaign elicited two firm reactions:

  1. Technologists = “No, it’s not!!!!!!!!!!! Can I have a shirt?”
  2. Non-Technologists = “What the heck is dins? Can I have a shirt?”

For any good product or brand awareness venture, there must be a goal. Ours was pretty simple. Educate the masses on what the DNS (domain name system) is and why it is so important to the way the Internet works. Educate technologists on the tricks you can do with DNS like geographic routing, dynamic sub-domain provisioning, performance monitoring, CDN control, GSLB, disaster recovery planning and so on. Get to the business folks so that they are asking their tech teams how reliable their DNS is or what tricks their company is playing with it.

It worked. We’ve grown a huge client base and following.

The ‘Get Some IaaS’ Campaign: Infrastructure-as-a-Service

One problem we always ran into was that silly little acronym — D-N-S — that we live and breathe. There are just too damn many acronyms in technology and this one is especially tough to explain. We knew we needed to bring about a campaign also featuring our second killer product — DynECT Email Delivery — that not only brought with it a spotlight on market education and mass awareness, but also clarified our own company positioning.

“Dyn is an Internet Infrastructure company providing Managed DNS and Email Delivery Services.” Simple, right?

When you focus on Infrastructure tools often categorized as “plumbing” or “electricity”, it is a necessity to get creative and approach the digitally connected world with marketing efforts that resonate, that people can relate to, that can go viral. Turning your fans into guerilla marketers and street soldiers for your brand is HUGE.

The term Infrastructure-as-a-Service, otherwise known as IaaS, is something gaining steam in our space. Alongside their cousins in Software-as-a-Service (SaaS) and Platform-as-a-Service (PaaS), Internet Infrastructure is what we live, breathe, preach, sell, innovate and lead every day. So how could we bring this term to life in a way we could easily explain? Easy. We created the ‘Get Some IaaS’ campaign which officially kicks off Tuesday at South By Southwest Interactive.

A tongue-in-cheek term, telling our clients, partners, prospects and everyone else to ‘get some IaaS’ could be construed by some as immature, but anyone that wants to know or work with us gets our brand of humor. They don’t get offended by levity in a space not known for it. It’s how we got here to begin with, so why would we stop now?

The goal is simple: educate the world with what Dyn does and why it matters.

Everything begins this week and you’ll be seeing a lot of this new campaign for the next 12 months. As part of a 70-event tour in 2012, we’ll be doing everything we can to talk about what IaaS is and why it’s essential to the managed DNS and email delivery needs for any and every enterprise business.

So if the ‘Get Some IaaS’ campaign elicits either of the following responses, we’ll be happy to get you a t-shirt:

  1. Technologists = “What type of IaaS are you offering?!?! Can I have a shirt?”
  2. Non-Technologists = “Hey, Dins! What the heck is IaaS? Can I have a shirt?”

Yep, we win again. I personally am absolutely in love with this baby. I encourage you to learn more when our microsite launches Tuesday or get involved and spread the love on Twitter with the #GetSomeIaaS tag.


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Kyle York
Whois: Kyle York

Kyle York is GM & VP, Business & Product Strategy, and has been a long-time executive, having joined in 2008. Over the years, he has held go-to-market leadership roles in worldwide sales, marketing, and services. In his current role, Kyle focuses on overall corporate strategy, including: positioning and evangelism, new market entry, strategic alliances and partnerships, M&A, and business development. Outside of Oracle Dyn, Kyle is an angel investor, entrepreneur, and advisor in several startups.