IBM has been the official technology partner of the US Open since 1990, providing scores, stats and insight to tennis fans across the world. In 2018, we wanted to raise awareness for how integral the brand’s technology is to tournament operations and for enhancing fan enjoyment of the game – and ultimately, how the same technology is being used to change the world.
Combining abstract tennis iconography, artful data visualizations and interactive games, the 2018 IBM Fan Experience showed fans how IBM uses artificial intelligence (Watson) to see, hear and understand emotion – capturing and delivering exciting moments and in-depth match insight, and ultimately improving the game experience.
Fans could test Watson’s abilities through a 3-part interactive challenge, and learn how this same technology is being used to address complex world issues, from identifying problems with cars and trains to diagnosing and treating cancer.
Total visitors: 7,113
1000+ hours of engagement
Experiential advertisement created by GPJ, United States for IBM, within the categories: Electronics, Technology, Sports.
VP, Global Executive Creative Director: Marcos Ribeiro
Executive Creative Director: Chris Goveia
Creative Directors: Pete Williams, Dan Tucker
2D Design Director: Julie Homesberger
3D Design Director: Dror Kodman
Senior 3D Experience Designer: Brian Bergeron
VP, Strategy & Planning: Andrew Todd
VP, Director of Production: Brian Neville
Executive Producer: Sarah Frantz
Project Manager: Brian Card
Production Manager: Keith Gelow
Shop Supervisor: Terry Balabuch
Managing Director (Spinifex Group): Josiah Hobson
Creative Directors (Spinifex Group): George Kacevski, Jonny Ellison
Producer (Spinifex Group): Ashley Phillips
VP, Sports and Entertainment Partnerships (IBM): Noah Syken
Design Principal and Creative Director (IBM): Matthew Calkins
Marketing Program Director (IBM): Kristi Kolski