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World of Watson
San Francisco, CA
IBM launched one of its premier events, World of Watson, as an exclusive showcase of the company’s breakthrough cognitive technology. The event took place in Las Vegas, drawing over 16,000 attendees to its two venues—the Mandalay Bay and the T-Mobile Arena.
The creation of World of Watson was a collaboration between Drury, IBM’s Brand and Conference Teams, the City of Las Vegas, the T-Mobile Arena, Field.IO, and other agency partners
Create a festival event at World of Watson that would be reminiscent of SXSW—exciting, interactive, and completely unexpected. Most importantly, it needed to be a truly cognitive experience.
We worked with IBM to develop a consistent look and feel for a fun festival environment. We outfitted the Toshiba Plaza—an area just outside the T-Mobile Arena—with 12 tantalizing food trucks, two engaging social activations (I’m an Infographic and Cognitive T-Shirt), and an array of picnic tables where attendees could relax and network. We also handled overall management of the festival, working closely with the City of Las Vegas to ensure a safe, easily navigable environment for guests. Back at the Mandalay Bay, we oversaw keynote sessions in the Main Ballroom, Innovation Talks in the South Seas Ballroom, and micro theaters throughout the convention complex.
“Truly the best form of collaboration! The experience that we delivered was nothing short of amazing and impressed even the toughest of senior executives. Thank you for the partnership and friendship.”
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