Dell Technologies x Spiceworks Ziff Davis

Campaign Overview

To promote Dell PowerStore and drive product awareness among IT decision-makers, SWZD created a cross-platform lead generation campaign anchored by an interactive branded content experience. Designed to educate and engage, the campaign spotlighted Dell’s storage solutions through immersive storytelling and gamified interaction.

The Challenge

How do you stand out in a saturated B2B tech landscape and move buyers down the funnel?
The goal: Deliver a compelling content experience that captures attention and drives measurable lead generation for Dell’s solutions.

Strategic Solution

SWZD created a custom microsite anchored in rich editorial content, actionable insights, and interactive tools aligned with Dell’s business goals. The experience was brought to life through thoughtful UX design, full-funnel asset strategy, and smart media distribution to reach in-market buyers.

My Role

Lead Generation Campaign | Gamified Microsite | Lead Producer

I led the production of this lead generation campaign to deliver an engaging, high-performing microsite experience for Dell’s B2B audience.

What I did:

  • Produced a custom interactive microsite with UX-driven content and conversion-focused assets

  • Managed development, design, and editorial teams to execute campaign components

  • Coordinated media distribution assets to support full-funnel engagement

How I led:

  • Directed cross-functional collaboration across UX, design, copy, dev, marketing and legal teams

  • Oversaw external vendors and internal workflows to ensure quality and timeliness

  • Managed approvals, brand alignment, and final delivery from kickoff through launch

Dell Storage Virtual Roadtrip

An interactive microsite that invited users on a virtual journey through Dell’s storage solutions. Each stop featured product highlights, video content, and audience-led navigation. The experience ended with a contest to test knowledge and drive deeper engagement while capturing qualified leads.

Performance Highlights

Explore the full Dell Storage Virtual Roadtrip case study to see how the campaign earned over 25,000 pageviews, an average time on page of 6:37, and delivered 3,952 unique leads through a first-of-its-kind scavenger hunt.

Choose Your Own HCI Adventure

Following the success of Dell’s Virtual Road Trip, the client returned for a second interactive campaign designed to deepen engagement and drive qualified leads. This time, we built a gamified “Choose Your Own Adventure” microsite that let users explore two distinct journeys through Dell’s storage solutions. The experience ended in a knowledge-based contest, further encouraging exploration and interaction.