This unique activation integrated the power of Watson pattern recognition in a pop-up retail setting to provide attendees with a one-of-a-kind brand experience (and a one-of-a-kind souvenir to match). Dubbed the Cognitive T-Shirt Co., it leveraged three Watson APIs to generate T-shirt patterns specific to each participant. Attendees were welcomed into the experience by a BA at the front desk and were then were guided through a personal conversation with Watson. This interaction resulted in a graphic takeaway, a personalized story about their experience, and of course, a T-Shirt emblazoned with the Watson-generated pattern, printed while they wait.
As is the case for all the IBM programs we work on, the creation of the Cognitive T-Shirt Co. was a collaboration between Drury and IBM’s Brand, Conference, and Field Teams—along with other artists and partners
The activation was originally executed in Cologne, Germany, followed by a stop in NYC for Adweek. Drury also produced it at IBM’s World of Watson conference, where it attracted huge crowds in the event’s outdoor festival space.