Johannes Kepler Universität - Ars Electronica Festival - The Turing Game

Johannes Kepler Universität Linz planned to present the Turing Game as part of the Ars Electronica Festival 2024, an interactive game that explores the interaction between humans and artificial intelligence. The campaign's goal was to maximize attention for the installation at the festival as well as to increase traffic to the accompanying website, where the game could be experienced interactively.

The central challenge was to translate the technically demanding topic of Alan Turing's Turing Test into an engaging and understandable video format. The goal was to produce a video that could be effectively presented at the festival as well as strategically used in the social media campaign to draw attention to the online version of the game.

Bacon & Bold employed AI-powered video production, utilizing generative artificial intelligence tools including Synthesia, Midjourney, and Sora. The central element was an explainer video in which an AI-generated avatar of Alan Turing guided viewers through the history of artificial intelligence and introduced the Turing Game. This video was used both in social media ads and as an on-site installation to reach a broad target audience.

Key Aspects of the Campaign:

• AI-Powered Explainer Video: The avatar of Alan Turing, created with Synthesia, made scientific concepts accessible in an understandable and visually appealing way
• Combination of Cutdown Videos, Reels, and Static Content: These dynamic formats generated high interaction rates and significantly contributed to increasing video views.
• Cross-Platform Strategy: With a precise targeting strategy on Facebook, Instagram, LinkedIn, and YouTube, a broad target audience was reached, from interested laypeople to technology experts.

The campaign successfully positioned the installation and the Turing Game among the target audience with over 1.1 million impressions and 326,712 video views. With 1,625 link clicks at a CPC of 0.74 EUR, website traffic was significantly increased. The video campaign also impressed with a CPV of 0.01 EUR.

Through AI-powered video production and the cross-platform strategy, attention was drawn to both the installation and the interactive online game. The campaign succeeded in conveying the complex technical topic of the Turing Test in an understandable and visually appealing way, which perfectly underscored the content of the Turing Game: the challenge of recognizing the difference between human and machine.

Campaign Video