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IBM
IBMblr PLAY

RAN IN: United States, Canada

CLIENT
IBM

AGENCY
Ogilvy & Mather *Lead Agency

Mike Hahn, Executive Creative Director
Ryan Blank, Executive Creative Director
Sam Mazur, Creative Director
Eddie Pak, Associate Creative Director
Anne Davidson, Associate Creative Director
Melissa Hochman, Digital Strategist
Jeremy Kuhn, Global Account Director
Josh Shaner, Account Supervisor
Charlotte Sng, Global Account Director
Erica Rehboc, Producer


SUMMARY

IBM had a history of exciting young people about science and thereby attracting to the brand. However, in recent years the shift from things like laptops to things like software and solutions meant there were fewer tangible ways of interacting with the brand, particularly for younger people. So IBM launched the IBMblr Play Machine. At its heart was a Rube Goldberg device that translated social media activity into a rollicking, exuberant machine performance. A 24-hour live feed broadcast this spectacle so that STEM fans everywhere could interact, to great results.

CASE VIDEO


Hero Medium: Social Media

Medium Featured On Video: Branded Content, Consumer Involvement/User Generated, Interactive/Online, Social Media

Audience: Teens (13-20)

Objectives: Recruitment

Type: Business to Consumer

Classification: National

Language: English