Media Innovation - Emerging & New Channels
This award showcases those who had the insight and creativity to change the way a particular, emerging media channel is consumed or to create a new channel.
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.
Brand: IBM Watson
Agency: Ogilvy & Mather