The Industrial Internet of Things (IIoT) is not an easy sell to plant owners and operators. The key is persuading customers to take the product for a spin. That was the primary goal for the launch Matrikon Flex OPC UA: to compel early adopters to download a test version and drive purchase consideration. StoryStick accomplished this through a fully integrated campaign around the theme, Embedded in Everything, a dual message that captured the essence of industrial/commercial connectivity and the company’s business goals for its new open platform communications developer toolkit.