IBM Watson: Cognitive Cooking

This case study shows how IBM, a technology company, managed to engage a younger generation of American developers through an interactive food-focused campaign, boosting its social media visibility and sales.

IBM Watson: Cognitive Cooking

Dan Ng

Campaign details

Client: IBMAgency: Ogilvy & MatherBrand: IBM Watson

Summary: Cognitive Cooking

IBM Watson is a computing system that can think. But to unleash its full potential, IBM needs software developers to write new applications for Watson.

Developers see IBM as irrelevant to the way they work, a successful brand in the corporate world but not in theirs. We needed to get developers to think of Watson as technology that encourages creativity and experimentation.

Luckily for us, developers are more likely to be young and foodies - the sure...

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