Campaign Name

The World’s First Cognitive Dress

Brand

IBM

THE CHALLENGE

The 2016 Met Gala theme—Manus x Machina—invited celebrities to wear tech-themed designs on the red carpet. We wanted to create a dress using technology not as a decoration, but as a creative partner.

 

THE idea

We put IBM’s AI, Watson, to work analyzing reams of data. Watson worked with Marchesa to create the first dress that thinks and changes to reflect fan tweets.

 

how to make a cognitive dress:

Watson read thousands of articles in seconds so Marchesa could find unique materials in minutes.

Watson read thousands of articles in seconds so Marchesa could find unique materials in minutes.

 
Watson analyzed hundreds of past red carpet dresses so Marchesa could discover what colors to choose.

Watson analyzed hundreds of past red carpet dresses so Marchesa could discover what colors to choose.

 
Watson scanned vast volumes of fan social data so Marchesa knew what colors and fabrics to choose.

Watson scanned vast volumes of fan social data so Marchesa knew what colors and fabrics to choose.

 
Watson interpreted real-time social sentiment so Marchesa could shape their dress with their fans’ emotions.

Watson interpreted real-time social sentiment so Marchesa could shape their dress with their fans’ emotions.

 

THE RESULTS:

On gala night, IBM was more popular than Prada and Gucci. IBM outperformed the Gala’s official sponsor, Apple, by 5 to 1 mentions. Earned media was 20x the investment. The Cognitive Dress made best dressed lists.

57 million social media mentions from millennials

8 million dollars worth of earned media impressions

95% positive social sentiment

Exceeded Instagram brand metrics by 117%

Highest engaged tweet in IBM history

IBM had a larger share of voice than most of fashion's biggest brands on fashion's biggest night.


 

Click on the image below to see the full story:

Cognitive Dress press:

 

 

Thank you