For the 2019 Cannes Festival of Creativity, the IBM and GPJ team created the ‘Dear Tech’ activation. We asked attendees to send a letter to technology, and in response, IBM would send a letter back showing how they are solving global challenges.

 

A core objective was to gain awareness of 'Dear Tech' and IBM being at Cannes. Therefore we knew the content needed to be shareworthy. The activation was designed so participants were photographed against a beautifully illustrated backdrops, which could be twisted round to the chosen technology topic. 

 

Individuals could also appear on a billboard at the heart of the festival beside their letter to tech, and there were multiple opportunities to share content through social media to extend the reach of the experience.

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My role as Social Media Manager on this project was helping build the initial UX journey of the photobooth, creating the social media strategy, monitoring all social channels during the 'live event and collaborating with the wider team.