IBM Digital Activations

Overview


Covid-19 has changed a lot of things and one of those things has been events. The fact that we have been housebound has changed how we can interact and experience brands.. As most have become familiar with the term “pivot”, these activations pivoted from their original form to adapt with the times.

Think 2020 goals were to have attendees interact with activations and learn about IBM solutions. As we know the original event was physical, but turned virtual. As much of a shock this was, our goals hadn’t changed. Whether an event be physical or virtual the goals are still the same.

Think 2020 Quantum

Quantum

One activation is based around IBM’s Quantum Computer. With not being able to be in person we needed to figure out how to have attendees learn about the Quantum. One major problem was we had no way to access the physical Quantum due to the country being on a stay at home order.

The solution was to recreate the quantum from reference images and digital assets providing a digital first solution for education and storytelling. We were on a very tight deadline and this was more than just creating one digital activation. With our partners Spinifex, we not only created the Quantum activation for Think 2020, we created the pipeline and process for all digital activations going forward.

The Ripple Effect

Ripple effect on laptop

The Ripple Effect started out before Covid-19 took over the world. The first of many versions in the design process was a large circular structure with mirrors that could track an attendees location in the circle.

The circular mirror array were “Magic Mirrors”, as in the are a two way mirror on top of a screen. As an attendee would move around the space the closest mirrors would track the person and the content on the mirrors would guide them through the narrative, ending with a giant ripple of the mirrors. Obviously this was not possible, we needed to rethink how to convert this to a digital activation with keeping the original goals and integrity of the concept.