IBM’s ‘Slamtracker’ continues to play a major role at this year’s US Open (as it has at all the Grand Slam tournaments in 2015), but while the engine behind the data collation and delivery is essentially the same, the way it is customised to suit various experiences and different consumers is evolving.
As well as an updated US Open mobile app, at the heart of the IBM-created US Open 2015 online platform is customisable analysis and delivery of real-time scores and insights (as well as updated visuals).
The twin aim behind offering live scores, real-time stats (and linking them to predictive analytics and to social media is to ensure fans can benefit from meaningful insights derived from the data and share these with their friends and followers.
Among the enhanced 2015 features are is a more comprehensive analysis of player and ball position data – enabling fans to identify trends that impact player performance.
Other revved up features include the integration of historical player, game and tournament data with real-time statistics – again enhancing the insights into real-time match dynamics and insights.
As a whole, IBM provides end-to-end solutions that include equipment and services to deliver the US Open experience.
This sees it capture, analyse, publish, store, monitor and secure the historical and real-time data that is at the heart of an enhanced US Open experience.
These are delivered across a range of digital platforms, including the web and mobile apps and incorporate integrated content management, live scoring systems, real-time and historical data analysis tools, all supported by a Cloud infrastructure.
The data and insights that IBM captures on the court are distributed around the grounds and around the globe in seconds.
Of course, the value in the deal is that the partnerships is a high profile showcase for the abilities of IBM’s products and services – from IBM’s Cloud, to its Watson-driven analytics, plus its mobile, social, security and systems capabilities.
As the brand says : ‘If we can do this for the US Open, live, in front of the world, imagine what the possibilities are for your business.’
Using the ‘More Than The Score’ tagline, this year’s objective continues to focus on ensuring that IBM’s on-the-ground insights and player stats are ‘a game changer’.
IBM’s work was promoted with a ‘Road To The US Open’ webfilm,
IBM also worked with the property and its media partners for its stats-led #GameChangersIBM ‘Questions Of The Day’ which also invites fan-created content – such as this ‘Power Or Placement’ webfilm,
and this ‘Who Is The Best Pressure Player?’.
The brand also used its social channels to amplify and illustrate its data-led offering in real-time.
Tennis data, NYC-style. Follow along throughout the tournament: http://t.co/Ha8cSmzJf6 #IBMsports pic.twitter.com/7RRnyOHrwV
— IBM (@IBM) September 6, 2015
#DidYouKnow Serena was the last player to win the #USOpen singles title without losing a set? http://t.co/Ha8cSmzJf6 pic.twitter.com/T8X9n9rvlL
— IBM (@IBM) September 11, 2015
Comment
Tennis technology has been enhancing fan experiences throughout the tour this year – from Wimbledon’s recent redesign, to the enhanced US Open options.
Indeed, ever since 1990, IBM has worked with the USTA to enhance the US Open by providing a richer experience for millions of fans worldwide as well as media, coaches and players.
The USTA’s mission is to promote the game of tennis and IBM’s challenge is to leverage technology to achieve this goal.
The objective behind the ongoing, evolving partnership between the USTA and IBM is to continue to push the fan engagement and experience boundaries both for those on-site and for those following the tournament across various platforms.
‘Year after year, IBM’s technological expertise creates an incomparable mobile and digital experience for US Open tennis fans,’ comments senior director of ticketing and digital strategy of USTA Nicole Jeter West.
‘We’re excited to partner with IBM again to push the boundaries of fan engagement and entertainment to bring the U.S Open to life and promote the game of tennis to fans across the globe.’
One interesting area of difference between IBM’s activation at different Grand Slams is the approach to visualisation.
For example, while Wimbledon’s creative approach to graphics and design (see case study) is more in line with the All England’s Club’s more muted colours reflect its traditional values and positioning, the US Open design style is busier and more colourful.
Links
IBM US Open:
http://www.ibm.com/smarterplanet/us/en/usopen/
IBM YouTube:
https://www.youtube.com/user/IBM
IBM Website:
IBM Twitter:
IBM Facebook:
US Open:
US Open IBM:
http://www.usopen.org/en_US/ibmsports/index.html?promo=ribbon
