Objectives

Objectives:

• Showcase IBM technology and demonstrate they're making cutting edge and transformational contributions across the industry.

• Leverage Star Wars social presence and fandom on Facebook to reach IBM's key demographics of developers, IT decision makers, and technology professionals.

• Generate awareness amongst those target audiences, measured through content views, engagements, and the brand lift study.

Strategy and Execution

Developed by the Emmy-nominated Lucasfilm digital media team behind "The Star Wars Show," "Science and Star Wars" is an episodic series that explores the relationship between real world science and the iconic technology featured in the Star Wars universe. Created in partnership with IBM for Facebook Anthology, the 10-episode series investigated specific Star Wars topics by discussing the technology behind each topic with IBM researchers and scientists.

Results

"Science and Star Wars" successfully integrated Watson, along with IBM researchers and scientists, to showcase IBM's technological achievements. The campaign also successfully leveraged fans of Star Wars and showed them IBM's abilities within the tech realm. Through the "Science and Star Wars" videos, IBM was able to connect in new ways with Star Wars fans, while still reaching their intended demographics of developers, IT decision makers, and technology professionals.

Media