IBM is a forward-thinking pioneer that has been the driving force behind major technological innovations time and time again since the dawn of the computer industry. In Japan, however, where the company is generally considered to be a conservative corporation, it has struggled to establish a brand-new image as an innovator. IBM Japan was in a position where it needed to spur a breakthrough and re-establish itself in the image of its true nature as a problem-solving innovator.

In order to overhaul IBM Japan’s brand image, we employed innovative technology to realize a proof-of-concept test event allowing “test subjects” to experience the future behind closed doors at the company’s secret lab in Tokyo. We created the closest thing to a fully-immersive “full dive” experience of the future as there ever was, and demonstrated the power of IBM technology to our test subjects.

In order to stir up interest and excitement, we first posted a video online announcing the project. People engaged in a heated debate on social media over the pros and cons and what the project could mean. We had succeeded in creating buzz around the project before it had even started.

Out of over 100,000 applicants, 228 lucky testers were chosen randomly and invited to IBM Japan’s secret lab in Tokyo for a super-secret proof-of-concept test event. The project employed IBM’s SoftLayer service as well as other cutting-edge technological innovations in order to create the closest thing to a fully-immersive “full dive” experience of the future as there ever was, to the surprise and delight of the testers.

Video reports and reactions posted online by the test subjects quickly made their way around the globe, catching the attention of media outlets and technologists and sparking a full-blown social phenomenon.