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?
IBM partnered with fashion house Marchesa to create the world’s first “thinking” dress, using IBM Watson technology.
As the dress was worn on the red carpet, Watson processed social media conversations about it and changed the color of the dress according to emotions expressed by fans in real-time.
The Making of The First Cognitive Dress
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.
Live from the Met Gala
“Watson is taking what the fans are saying in text about the dress
and it’s understanding the emotions underneath.”
Results:
It was the most successful activation in IBM’s 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 at the Met Gala with 75% share of social conversation over other brands, with 95% positive social sentiment.
712 million impressions earned in traditional media sources like Wired, Fast Company, E! News and Vogue
352 million earned social media impressions
The Cognitive Dress is now part of the permanent collection of the Henry Ford Museum of Innovation