The First Cognitive Dress
Millennials hold the strings for 43% of IT spending. How do you reach an audience that turns to pop culture to judge technology brands?
We partnered IBM Watson with fashion house Marchesa to create the world’s first “thinking” dress. Watson processed social media conversations and changed the color of the dress according to the emotions gathered in real-time.
The dress made its debut at the Met Gala, Manus x Machina: Fashion In An Age Of Technology and garnered widespread attention, securing a place in fashion’s most prominent headlines and re-established Watson’s presence in pop culture.
Results:
It was the most successful activation in IBM’s 112 year history.
712 million impressions earned in traditional media sources like Wired,
Fast Company E! News and Vogue.
352 million earned social media impressions.
Exceeded Instagram brand metrics by 117%.
IBM was the leader among technology companies at the Met Gala with 75% share
of social conversation over other brands, with 95% positive social sentiment.
The Cognitive Dress is now part of the permanent collection of the Henry Ford Museum of Innovation.