The idea was to rewrite the script for Artificial Intelligence on Hollywood’s biggest night—The Oscars. Our thought was to push the absurdity of world domination by A.I. so far, that it would defy credibility. As well as to invite rational discussions about A.I. In both cases, our goal was to replace misinformation with a more accurate sense of what A.I. actually does in the world. As well as to partner with well-known science fiction icons to attract a larger audience. And finally, to create a simple platform to experience A.I. and Watson in a very real way.

1) Operate in the “eye of the storm.” Go where our fiercest critics are generating the worst perception of us—Hollywood. And focus our efforts on Hollywood’s biggest night—The Oscars.

2) Join forces with Science Fiction icons like Carrie Fisher and Ridley Scott.

3) Push the absurdity of “Evil” artificial intelligence with Carrie Fisher in “Support Group” TVC—where evil robots confront their own irrelevance.

4) Invite a serious conversation about A.I. with film director—Ridley Scott.

5) Double-down on the evil A.I. to the point of ridiculous. Give the evil robots from “Support Groups” twitter handles. Let them twist every Oscar moment into some conspiracy to dominate humanity.

6) Host content on IBM’s popular “IBMblr” site that lets even the most casual nerd use and test Watson’s API’s.

263% increase in traffic to ibm.com/watson

200% increase in time spent on site

111% increase in Facebook following

229% increase in Instagram following

382% increase in YouTube following

79% increase in social engagement

86% positive social sentiment

137% increase in online IBM Watson search