Client
IBM
Year
2017
The First Thinking Sculpture. Inspired By Gaudi, Created With Watson.
Faced with the daunting task of creating an unforgettable experience for MWC17 attendees, we found inspiration in one of the greatest artists of all time, Antonio Gaudi. I trained Watson thousands of images, articles and words on Gaudi and his architecture. Based on those input, Watson then uncovered unique themes that inspired unexpected materials, shapes and colors for the creation of this sculpture.
The data + technology
We fed Watson hundreds of articles and images about Gaudi and Catalonian culture. Visual Recognition, AlchemyLanguage APIs and the Color Theory Tool were used to inspire the sculpture’s design by identifying materials, colors and shapes unique to Gaudi’s architectural style. Results were given to architects to inspire the design of the booth so it reflected insights provided by Watson.
We then tapped into the buzz and personality of the event to influence reactivity and movement of the sculpture. Using IBM’s ‘Insights for Twitter’ and ‘Watson Tone Analyzer’ APIs, we extracted tone and sentiment from tweets to reveal fluctuations in feelings regarding Artificial Intelligence and other hot conference topics. Based on how “open” attendees were to the day’s topics, it moved the sculpture funnels up and down in real-time. We built a kiosk that allowed attendees to see what each funnel was set to at that time and the tweets driving the movement.
We built a simple CMS that allowed the social team to configure the topics by hashtag and keyword for each funnel. They selected topics from sessions during the day and what was trending at the conference. The CMS app was fully responsive so the team could easily update things from their mobile devices while in sessions or wandering around the conference.
Results
- Glowing press coverage in Forbes, Business Insider, AdWeek and more
- 22% increased traffic to IBM booth, 16% increase in client meetings at MWC
- 140% increase in traffic to IBM MWC landing page
