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IBM Watson
#IBMFoodTruck

RAN IN: United States

CLIENT
IBM

AGENCY
Ogilvy & Mather *Lead Agency

Mike Hahn, Executive Creative Director
Ryan Blank, Executive Creative Director
Jillian Watkins, Art Director
Fred Kovey, Copywriter
Magnus Blair, Group Planning Director
Ruth Kim, Planner
Stuart Tracte, Acct. Director, Digital Strategy at Social@Ogilvy
Kimberly Duffy, Sr. Partner, Managing Director
Sean Palmer, Global Acct. Director
David Ross, Executive Producer


Neo@Ogilvy


SUMMARY

To demonstrate the potential of Watson and enlist skeptical developers and start-ups, we showed off a creative computer. Using the cloud, we put IBMs Watson in a Food Truck and parked it at SXSWi in Austin. Menu suggestions solicited via twitter (e.g. #Burrito) were reinvented by Watson into deliciously deranged recipes (e.g. Austrian Chocolate Burrito). We drove 100MM+ impressions, and thousands of applications by developers to see what they could build with Watsons help. It was a branded content campaign where the content was food.

CASE VIDEO


Hero Medium: Guerrilla

Audience: New Audience

Objectives: Gain new customers

Type: Business-to-Business

Classification: Local,National

Language: English