Give the technology a visible job
Give enterprise AI a visible job in the campaign, so audiences encounter an application of its capabilities rather than only a description. For IBM's 2017 Wimbledon campaign, the concept put IBM Watson into the public debate around "What makes great?", inspired by Wimbledon's "In pursuit of greatness" brand promise. Watson joined and helped lead the discussion, drawing on data captured during IBM's longstanding Wimbledon partnership and insights informed by live social listening.
The audience could participate in a sporting debate while Watson contributed historical data and live social insights. That connection made enterprise AI part of the campaign's activity, not a separate technical message. The 2017 campaign recorded 106K unique visits to the IBM landing site and 2 million engagements. The practical principle is to choose an audience activity in which the technology's contribution is meaningful to both the subject and the capability being demonstrated.
Sources: IBM and Wimbledon: Ongoing Campaign Involvement, A game plan for success: how B2B brands can tap into the spirit of sport