|Industry||Computers & Computer Accessories|
|Media||Outdoor, Billboard, Poster, Transportation & Vehicles|
|Agency||Ogilvy & Mather New York|
|Caples Awards 2014|
|Other Media||Ambient/Guerrilla marketing||Bronze|
Credits & Description
With a fun branded content campaign, IBM proved there can never be too many cooks in the kitchen. A strategy created by Ogilvy New York and implemented by IBM’s tech experts used computer computations to create millions of unique recipes and serve up unique dishes via a branded food truck. Each night at SXSW in Austin, cognitive computer Watson would compute new dishes with unexpected flavors. The truck served nearly 4,000 people and ran out of food each day at SXSW Interactive.