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Dentsu Webchutney launches Logitech Pebble through one-of-a-kind Rube Goldberg machine

It has been named as the world’s first auto-reversible dynamic Rube Goldberg machine.

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MUMBAI: Logitech has joined hands with Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network, to launch the new Logitech Pebble mouse.

The agency has conceptualised the Pebble InstaVibe Test, an on-ground activation where consumers can win a free Logitech Pebble mouse through a Rube Goldberg machine that analySes their Instagram profiles to check if their “vibe” matches the stylish mouse. Named as the “world’s first auto-reversible dynamic Rube Goldberg machine”, the installation is a personification of Instagram with every stage representing a unique aspect of the popular social media platform.

The Logitech Pebble M350 is positioned as a smart and stylish workspace accessory that caters to millennial professionals with a penchant towards utility as well as aesthetics. This philosophy is reflected in Pebble’s modern design, making it a deserving instagrammable peripheral for the discerning audience that considers ergonomic aesthetics integral to shaping identities, not just in profession but also on social media.

Conventional Rube Goldberg machines have irreversible cause and effect results i.e. they can’t be reset; but the Pebble InstaVibe Test begs to differ. A simple QR code scan lets the user log into their Instagram, which subsequently gets fed into the machine. Once the profile is loaded, the machine breaks down the profile into its various parameters that are native to the platform. From the number of likes and followers to the hashtags and filters - every part of the user’s profile is thoroughly evaluated with a unique result generated in every stage of the machine. This analysis (through the chain of events) eventually leads to a final result that determines your Instagram’s vibe. If it’s stylish and modern like the Pebble, the mouse is unlocked for the user to take.

Commenting on the launch, Gurbaksh Singh, chief creative technologist, Dentsu Webchutney said, “A Rube Goldberg machine is one of the best examples of art and technology coming together. Something that the audience and the product both can relate to. Every stage in the installation is a visual representation of a unique part of your Instagram profile. We scanned through the user’s interests like fashion, travel, music and more to get a cohesive quotient. We hope that the InstaVibe Test really brings consumers closer to the Pebble’s product promise”

Sumera Dewan, Associate Vice President, Dentsu Webchutney added, “Catching the attention of consumers in today’s time and age is more than just making advertisements. With the InstaVibe Test, we made Logitech stand out by giving a larger-than-life treatment to an Instagram profile analysis. Packaged in a contraption that might just be the world’s first auto-reversible dynamic Rube Goldberg machine, we created a unique interaction with the brand that adds a whole new meaning to owning one’s workspace.”

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