How do you reach a millennial audience that turns to popular culture, not to commercials, to judge technology brands? Especially when your B2B competitors have B2C products in millennials’ pockets? For fashion’s biggest night of the year, The Met Gala (themed Manus x Machina), Ogilvy paired IBM’s AI technology, Watson, with design house Marchesa to build a Cognitive Dress that understood the crowd. Responding to fans in real time on The Met’s red carpet, the Cognitive Dress reinvented the product demo and gave the audience an unprecedented tangible experience of IBM’s Watson. Stemming from this novel collaboration, IBM rose from the No. 4 to No. 1 preferred IT brand among U.S. millennials.