During the pandemic, enrollments in IBM’s technical education programs were falling. Audience data and sentiment analysis shaped a live event, The Human Code. Monthly enrollments rose 10x in 6 weeks.
The situation
IBM offers world-class technical education to young professionals. At the height of the pandemic and lockdowns, enrollments were declining across ed-tech, and IBM needed a solution fast.
The audience, mainly millennials, was tired and isolated, and a conventional enrollment push would not have cut through.
Two sides of the work
The people involved: young professionals around the world, and the artists brought in to reach them: Bollywood celebrity Terence Lewis (100 million fans globally), a world-renowned painter, a gifted poet and a famous musician.
The event put people and creativity first, with technology as one half of the story.
How they worked together
Data decided what would land. People made it happen.
The result was an immersive event, The Human Code, that merged celebrity artists with computer science, two disciplines that had not shared a stage before.
Results
The event was a huge success and went viral.
IBM ended up with a 10x increase in monthly enrollments in its programs.
New brand awareness built specifically among millennials.
What TetraNoodle did
In their words
TetraNoodle blew us away. Kudos!
TetraNoodle really is genuine and cares about what they are putting out there. Their intentions are noble.
Data-led project. Delivered by TetraNoodle. People-led and data-driven. This was not an AI Merge engagement.
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