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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 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.