IBM: Watson

IBM's Watson communications ensured that a computer competing on Jeopardy! became a business and cultural phenomenon and turned a game into serious commercial payback. To avoid irrational fears and create interest, the key was to make humanity the winner. A fully integrated paid, owned and earned media campaign drove Jeopardy!'s highest ratings in years, created 70% public awareness and forged a cultural icon: the 2011 Webby "Person of the Year." This campaign not only created a future one billion dollar category, it also paid back immediately at 21 times in revenue and 3 times in profit.

When

*** NOTE ALL WEBINARS ARE EASTERN TIME ***

Presenter

Cecilia Correa
Mid-market Advertising Manager
IBM Corporation

Kim Duffy
Senior Partner, Executive Group Director
Ogilvy & Mather