Our marketing efforts were largely tied to targeting CTOs and CFOs who were the final decision makers. But what if we started thinking differently? What if we went after the key stakeholders - the IT guys or the "nerds" who would actually be using cloud services day to day? We started developing targeted campaigns based on pop culture trends. For this particular campaign, we released a Cloud Adoption survey that just so happened to coincide with the finale of Game of Thrones. We dropped the content bundle the Monday morning after the episode aired. Bundle included direct mail packets including printed copies, postcards, a gated PDF on a custom landing page and a social media campaign.