Brand Experience: Live + AR/VR/Digital
For brand experiences that include both live event, and augmented/virtual reality/digital components
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PROGRAM
2012 SILVER
Watson
IBMs Watson communications ensured that a computer competing on Jeopardy! became a business and cultural phenomenon, and turned a game into serious commercial payback. To avoid irrational fears and create interest, the key was to make humanity the winner. A fully integrated Paid, Owned and Earned media campaign drove Jeopardy!s highest ratings in years, created 70% public awareness and forged a cultural icon: the 2011 Webby Person of the Year. Not only did it create a future $1BN category, it also paid back immediately: 21x in revenue and 3x in profit.
Brand:
IBM
Client:
IBM Corporation
Agency:
Ogilvy & Mather
Language:
English
2010 BRONZE
The Army Experience Center - Showcasing Today's Army
The U.S. Army needed an innovative way to communicate its values, resources and career opportunities to a new generation of Americans. Conceived and built over a 10-month period in the Franklin Mills Mall in Philadelphia, the Army Experience Center (AEC) is a 14,500-square-foot technology and education center that immerses visitors in an experience that shatters outdated stereotypes and starts new career conversations. With its touch screen kiosks, state-of-the-art presentation facilities, community events and high-action simulators, the AEC is bringing new ideas and processes to the larger Army recruiting enterprise.
Brand:
U.S. Army
Client:
United States Army (Office of the Chief Marketing Officer)
Agency:
Ignited
Language:
English