IBM: Watson

IBM: Watson

IBM had developed a computer capable of understanding human language, but the technology was hard to explain to the average human. The answer to this challenge and the key to a successful launch was the ultimate head-to-head competitive product demonstration: combat between human champions and the computer on the US TV quiz show Jeopardy! A fully integrated campaign was employed to drive awareness to 70% of Americans, showing them why they should root for the machine, not against it. The campaign generated $250m in immediate revenue