IBM SHARES THE JOY OF SCIENCE
Built with low-tech hardware, fueled by real-time social media data, and webcasted in a three-week live event, IBM Research's Play Machine helped a new generation of creative young minds see innovation the way IBM inventors do—as play!
Selected honors: Cannes Lion, Webby, Clios
Science starts out fun.
But then it gets serious, formulaic, sterile.
What if we taught science
the way top scientists see it?
Our brains are wired to play.
It was a untold secret of IBM research and development labs—that many of IBM's best inventions from LASIK eye surgery to Watson came through play.
Meet John Cohn.
This IBM Fellow, reality TV star and Internet of Things guru made it to the top of his field by maintaining his playful spirit. He helped develop the microchips that go into video game systems—and in his spare time— a Burning Man ferris wheel car, Steampunk-powered smoke machines and a crowd-controlled musical instrument for a bandmember from Phish.
With John's help, we took the joy of science out of the IBM lab, and on to Tumblr and the streets of NYC, in an art (+ science) experiment.
IBM presents the Play Machine
A playfully-built contraption that turned social media clicks into real-time physical actions. In a live Tumblr webcast.
Social engagement on IBMblr, IBM's innovation culture blog on Tumblr, brought the low-tech components come to life:
Like to Pop
and send a popcorn kernel
tumbling to the heat gun.
Reblog to WHACK
and watch the machine
Share to SPIN
and see your location on a laser-mounted globe and LED fan display.
Follow to PRINT
and inscribe your Tumblr I.D.
displayed live data, science GIFs and extreme close ups of the action.
Three weeks of surprising science GIFs fueled the fun.
We took the wisdom, experiments and side projects of IBM Researchers and redesigned them be shared. See the gallery →
INSIDE THE INVENTIVE MIND
IBM Social Media Analytics
Olympian Internet Firewall Creator
“I think we learn as we play – the silly experiments we come up with today could be at the core of very serious solutions we develop tomorrow.”
The more likes, shares, follows & reblogs the more the Play Machine popped, twirled, printed & whacked.
A live webcast took
the joy of science global.
Broadcasted to the world from a
storefront in NYC's Lower East Side.
"It is not every day I get to geek out this hard." @Itisfuninthesun
"Honestly, this is what tweeting and sharing is for" @BKare
"IBM is showing us how they embody innovation & invention instead of just telling us." @philippetwits
17+ million Tumblr impressions
3╳ engagement benchmarks for brands
⇧ 100% increase in IBMblr followers
By sharing IBM Research's playful side, we helped a new generation reimagine what science can be,
Role: Creative Direction, Copywriting