IBM serves up new innovation at the Open

IBM serves up new innovation at the Open
SHARE
THIS



IBM has unveiled predictive analytics, social analytics and a new virtual reality game at the 2014 Australian Open.

The technology giant is also behind a new iPad app for the tournament, which – as well as news, schedules and player profiles – features a social tracking tool to see who’s being most chatted about on social media and whether sentiment is positive or negative.

Real time virtual reality game ReturnServe is part of IBM’s marketing campaign at this year’s grand slam. The player wears an Oculus Rift headset and is challenged to return the serve of whoever is currently serving on the Rod Laver Arena.

Angela Gallo, sponsorship leader at IBM Australia, explained that data is crucial to everything IBM does during the two-week tennis tournament: “Our role at the Open is to collect, analyse and share data. The umpires, for example, track and record everything that happens on the courts and that data gets fed through to our systems, and we share it in real time in many places, from the score boards on site to the website.”

Key to sharing data and informing fans is IBM and Tennis Australia’s desire to innovate.

Samir Mahir, CIO at Tennis Australia, said: “We need to stress innovation and we try to innovate every year. We try to focus on fan engagement and deepening engagement with consumers overall.”

IBM is behind the SlamTracker app on the Australian Open website, which aggregates all the data from the tournament. Mahir said: “Slamtracker introduces predictive analytics, so fans can see what a player needs to do to beat an opponent. Fans are savvy – they want to know who’s doing what, so they can follow the strengths and weaknesses of each player and the momentum of each match.”

He added: “People are really hungry for information. They want to know what’s happened in each match, and how come this guy didn’t play well, for example. So we have tried to really expand the availability of data, especially in real time.”

IBM has also focused this year’s technology towards mobile.

Patrick Childress, project manager at IBM Interactive, said: “We know that the shift to mobile is only going to grow. The Open website is always going to be the exhaustive platform, but we have to provide as much as we can via mobile. The best screen is the one you have got with you.”

Kim Trengove, manager of digital and publishing at Tennis Australia, told B&T: “Last year, 50% of all the Open content that was viewed came from mobile.”

She said social media is also a crucial job for the publishing team, which has set up a Social Shack at the tournament. “We are really drumming up the tribalism of tennis so people can really get behind their favourite competitors. We also have a Virtual Tug of War to see who is the most popular player on social media each day. 

Consumers can try their hand at ReturnServe at the Open or at activations in Qantas Lounges in Sydney and Melbourne, or in Sydney’s Pitt Street. 

Please login with linkedin to comment

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]