The Web Marketing Association is proud to present this 2018 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

IBM RESEARCH 5 IN 5 | ROCKETS ARE COOL | ICEBREAKER STUDIOS FROM THE WEATHER CHANNEL


IBM RESEARCH 5 IN 5

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Best Science Online Video Campaign, Best Of Show Online Video Campaign

IBM Research is one of the world’s largest and most influential corporate research labs, with more than 3,000 researchers in 12 labs located across six continents. It is charting the future of artificial intelligence, breakthroughs like quantum computing, how blockchain will reshape the enterprise and much more.

The social video series, launched on weather.com’s science/tech-focused Facebook page Rockets Are Cool, features IBM Research’s 5 in 5 initiative — 5 predictions about technology that will change the world over the next 5 years.

The overarching theme of the series this year was "making the invisible visible" - using technology to "see" things about ourselves and our world we've never been able to see before.

Ironically, our own primary goal then was to ensure that IBM Research’s 5 in 5 initiative was seen, understood and engaged with by a vast audience across social media.

One of the biggest challenges was to take very complex ideas encapsulated by IBM Research’s five predictions and make them understandable, compelling and accessible to a wide and diverse amount of people on social media -- including a substantial non-science/tech audience.

The results were an unmitigated success on all fronts. Not only did we create a visually engaging series of videos for IBM Research’s 5 in 5 initiative that could be understood by experts and laymen alike, but they were also able to convey the concepts with sound on or off.

Equally important, the Rockets Are Cool videos garnered 8,056,907 views on Facebook, and the posts on both it and The Weather Channel pages reached 17,467,962 people.

These absolutely incredible numbers don’t even reflect additional video views and individuals reached by IBM and IBM Research’s separate postings across their social media platforms, such as their YouTube channel which would total an additional 2,970,669 video views alone.

Contributors:

Editor-in-chief: Neil Katz
Senior Executive Producer: Greg Gilderman
Executive Producer: Kevin Hayes
Producer: Will Goodman
Producer: Chenda Ngak
Editor: John D'Amico

ICEBREAKER STUDIOS FROM THE WEATHER CHANNEL

Location: USA

About the Agency:

Icebreaker Studios, The Weather Channel's branded content arm, will integrate your brand in the millions of weather-related and weather-adjacent conversations happening daily via branded content that is easily: targetable, shareable and discoverable. We are the positive part of our fans' daily lives. With every visit to The Weather Channel web, mobile and social, our fans can count on compelling content to keep them safe, learn something new, see something cool and leave with a smile. Millions come to us for the most accurate forecast in the world. Now they are staying and engaging with our content across all screens for content on travel, science, health, outdoor adventure and more. Our editors are dedicated to providing our users with premium storytelling and expert service that not only informs decisions -- but inspires passions.