To bring attention to the discipline of experience design and its application to digital, experiential and other marketing activities, we launched the Brand X Challenge in January 2013, asking teams of undergraduate students to design a mock campaign for Under Armour at the 2014 Olympics in Sochi, Russia.

We’re honored to have Ann Rubin, VP of Branded Content and Global Creative at IBM, serve as the 2013 Brand X Judges Chairwoman, providing some insight into the practice of experience design at IBM for a panel of 30+ marketer judges drawn from top experiential brands.

Check out the link below to hear Ann’s thoughts on experience design. It’s a great overview of ED’s principles and how IBM puts them to work every day. And check out in the coming weeks to hear about students’ work and ideas leading up to the big announcement of the winning team at the Event Marketing Summit in May.

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