RPA Creates GIMI-5, a Karma-Bot, Debuting at SXSW Interactive

March 11, 2016


Santa Monica, CA, March 11, 2016 — RPA is introducing its latest creation at SXSW Interactive — GIMI-5, a "karma-bot" whose mission is to convert Internet love into real-world love, through one of the most iconic signs of friendship — the high-five. He's powered by likes, favorites and mentions — so for each one he gets in social media via the hashtag #gimi5, he pays it forward with a high-five. GIMI-5 will make his first appearance at SXSW Interactive, March 11 to 15.

"We liked the idea of creating a physical manifestation of a social media like. GIMI-5 lets us spread some positivity during one of the most influential industry events in the U.S.," said Tim Leake, SVP, Director of Growth & Innovation at RPA. "GIMI-5 is a product of an internal innovation program we call '6F'. Passionate associates are encouraged to bring ideas to life — but they have to figure out how to make it happen, how to fund it, how to get approval, how to collaborate across disciplines and how to overcome obstacles. It's more than just making something cool — they're learning by doing."

GIMI-5 is the result of an agency-wide contest that asked associates to submit ideas to help RPA shine at SXSW Interactive. The cross-discipline team who volunteered to work on GIMI-5 included creatives, tech and even finance, and had about five weeks to assemble the karma-bot.

Made out of foam, wood putty, spray paint and steel pipes, GIMI-5 was inspired by "cute" robots like BB8, R2D2 and Eve (from Wall-E). His look, combined with bestowing high-fives, is meant to give off that warm, fuzzy feeling one experiences after receiving a like online.

GIMI-5 has a 360-degree camera attached to his head that will capture content during his SXSW expedition. His arm has an accelerometer that counts every high-five. Each time GIMI-5 distributes a high-five, it is recorded on rpa.com/gimi5 in a real-time counter. The site also hosts a feed of social media mentions, video and photo content. The initiative is promoted on Twitter and Facebook.

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent full-service advertising agency, whose mission is to unlevel the playing field for its clients. RPA has a proven track record of building brands while building businesses into positions of category leadership, and has been rewarded with many long-term client relationships because of it. RPA's client list includes American Honda, ampm, Apartments.com, ARCO, CoStar Group, Los Angeles Clippers, Farmers Insurance Group, Intuit Small Business, La-Z-Boy, Tempur+Sealy and pivot TV. For more information, visit http://www.rpa.com.