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Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Earned Media Campaign / 2011

IBM built a computer, Watson, which understands human language. As a test of its ability, Watson competed on the quiz show ‘Jeopardy!’ against the world’s two greatest champions. We created an avatar as the public face of Watson and took people behind the scenes, documenting Watson’s progress for two years. We explained the science behind the machine and educated the world about its possibilities. The campaign resulted in 10,000 media stories, $50million in earned media, and one billion impressions. Seventy per cent of Americans were aware of Watson, while traffic to ibm.com increased by 556 per cent.

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