IBM - Catch Fishy AI
Open the game- Brand
- IBM, Adobe
- Year
- 2024
- Objective
- Awareness
- Industry
- Tech
- Mechanic
- Puzzle
- Platform
- Mobile web
- Agency
- IBM
- With
- Adobe
- With
- makemepulse
- With
- Ogilvy New York
Objective
IBM and Adobe launched an educational campaign at the 2024 Adobe Summit in Las Vegas to help marketers understand AI errors, bias, hallucinations, and governance risks when deploying generative AI at scale. The campaign positioned IBM's watsonx platform and Adobe Experience Manager as solutions that safeguard against AI pitfalls and ensure responsible deployment of AI assets in marketing.
Solution
A mobile-first AR-enabled game experience where users explored a digital fishtank with intentionally flawed fish characters (created using Adobe Firefly) representing different AI risks—such as algorithmic bias, model drift, hallucinations, and compliance issues. Players scanned printed fish throughout the Adobe Summit venue using 8th Wall image tracking technology, performed gestures to 'catch' fish, and unlocked educational content about AI safeguards. The campaign featured a 90-second takeover of the Las Vegas Sphere exterior (every 30 minutes over 4 days), AR-interactive posters, IBM booth activations, and social sharing functionality. Technical stack included 8th Wall for AR tracking, Adobe Firefly for asset generation, and mobile-responsive design.
Results
Not published.
