IBM Introduces the Cognitive Era Via Personalization - Event Marketer

IBM Introduces the Cognitive Era Via Personalization

EDTA 2016_Entrance_IBM1
Brand: IBM
Agency: GEORGE P. JOHNSON
Awards: EXPERIENCE DESIGN & TECHNOLOGY AWARDS — BEST EXPERIENCE ENTRANCE
Year: 2016

IBM is a company that knows how to make an entrance. The tech giant proved as much at its premiere cloud and mobile conference, InterConnect, with a larger-than-life entryway that fully immersed 23,000 attendees in the narrative of its cognitive business platform. The experience was designed to attract attendees to the conference’s Solution EXPO, and also motivate them to engage in the science of thought process: perception, memory, judgment and reasoning. Comprised of three massive structures, the Cognitive Gateway entrance welcomed attendees to both InterConnect, and the cognitive era in general.

Each structure in the Cognitive Gateway illustrated moments of “digital intelligence meeting digital business” powered by MutualMind social listening technology. At the first structure, attendees viewed a digital heat map that showcased social media conversations taking place at the conference, organized by day and by hour, while the second structure displayed a live feed of InterConnect social mentions. At the third structure, attendees could view Instagram photos related to the conference, a touchpoint that led straight to the activation’s wow moment—the Image Insights engagement. Powered by IBM Watson, Image Insights served as the culmination of the gateway experience, distilled down into a single personalized interaction between attendees and the brand. Participants simply submitted their Twitter handle, and using the text and images from their tweets, Watson analyzed their character and generated a shareable nine-photo collage that best represented their personality (yeah, killer).

Beyond the memorable personalized experiences, the activation introduced attendees to the cognitive era in a fun, digestible way.

Just business as usual for IBM.

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