IBM’s 2016 activation around The Masters focuses on its IBM Watson cognitive technology with a campaign fronted by legendary player Tom Watson.
It’s not just the surname/product name match that makes Tom Watson a good ambassador fit for the tournament, but also the fact that the iconic player has announced that 2016 will be his last appearance at The Masters and this press interest around the two-time tournament winner will be significant.
IBM, which has been official sponsor of The Masters for 20 years, fronts its 2016 work with Watson-led TV commercials (which are included in the brand’s masters rights package).
The ‘Watson & Me’ spots showcase IBM Watson’s ability to analyse the game – from golf swings and tracking capabilities, to course topography and the weather – as well as showcasing some of Tom Watson’s greatest Masters moments.
The TV commercials and YouTube films (debuting on 6 April, the day before the tournament began) featuring Tom Watson include ‘Tournament’,
‘Future’,
and ‘Weather’.
These (and other) advertising executions were also amplified across IBM’s social platforms.
A partnership between @TomWatsonPGA and @IBMWatson – it just makes sense. https://t.co/guF9tRHCBO #IBMsports pic.twitter.com/rlqLC7ucf1
— IBM Sports (@IBMSports) April 7, 2016
Green Jackets are hard to come by. @TomWatsonPGA earned his 2 on the par 5s at #TheMasters. #IBMsports pic.twitter.com/GZbiZzko6M
— IBM Sports (@IBMSports) April 6, 2016
Indeed, the wider theme around the leverage initiative is the brand and tournament’s shared ‘history of innovation’.
— Masters Tournament (@TheMasters) April 5, 2016
Digital innovation started in 1996 at #TheMasters with https://t.co/1w4e4DvJoP. https://t.co/P4p4BbhGOH #IBMsports pic.twitter.com/rqdCtnemxh
— IBM Sports (@IBMSports) April 4, 2016
In addition to the ad campaign, IBM is once again the key brand behind the popular ‘Masters App’ and the 2016 version includes a set of updates.
The technology in the 2016 app enables users to track every shot by every player from the exact course location through a set of small laser tracking devices on all the fairways and greens at Augusta National – offering fans aerial maps of how each player plays each hole.
A download unlike any other. #Masters #Masters2016 pic.twitter.com/gfzcoaWgmZ
— Sammy Greenberg (@S_Greenberg) April 6, 2016
2016 also sees this tournament tracking technology enabled for wearables for the first time – including the Apple Watch and Android Wear.
This year’s Masters also sees the introduction of live 4K video from Amen Corner with the help of IBM, as well as the debut of virtual reality at Augusta in the form of a NextVR fan experience of holes 6 and 16 running on the app and compatible for Samsung Gear VR devices.
A ‘Watson Social Media Command Center’ is also a new addition for Augusta 2016, allowing on-course fans (referred to at The Masters as ‘patrons’) and tournament officials to see who and what are generating the most social media tournament buzz.
Comment
One challenge created by the distinctly old-school rules at this traditional tournament is that fans at Augusta itself won’t be able to benefit from these mobile technologies as The Masters officially prohibits the use of all cell phones onsite throughout the competition.
But overall, the brand’s choice of pairing up is pairing up IBM Watson with Tom Watson at The Masters is an obvious fit – a real no brainer.
The 105-year-old technology giant didn’t have a pro golfer partnership and the 66-year-old, multi-Majors winner is a tech-advocate and an admired, scandal-free player endorser who happens to share a name with the product that sits at the heart of the brand’s current global marketing push.
Tom Watson is also a good fit for the initiative as he is a well known advocate of technology becoming more of a part of golf as a whole: ‘You can follow any golfer you want and see exactly where they are…because on CBS they follow just a handful of players,’ he commented.
‘To be honest with you, I’ve been thinking about IBM for a long time. I always felt like, wouldn’t it be cool to have an involvement with IBM?’ commented Watson.
‘I wish they’d try to use me in some way, shape or form, and we could try to make fun of the situation. It always made sense to me.’
John Kent, IBM’s sponsorship marketing manager adds that, as well as the humour of the two Watson names, ‘We thought the partnership with Tom would be a great opportunity not only to celebrate his illustrious golf career, but also to show how fans and athletes, including golfers, can harness the power of data and analytics.’
Using IBM Watson to promote its skills at cognitive performance data analytics sits at the heart of IBM’s current global marketing campaign.
Indeed, this strategy was initially teased through a campaign leveraging IBM’s partnership with Serena Williams at the Australian Open in January (see case study) and then at The Oscars in February (see case study).
Links
IBM YouTube:
https://www.youtube.com/user/IBM?nohtml5=False
IBM Watson YouTube:
https://www.youtube.com/user/IBMWatso…
IBM Watson Facebook:
https://www.facebook.com/ibmwatson/
IBM Watson Twitter:
https://www.twitter.com/ibmwatson
IBM Watson LinkedIn:
https://www.linkedin.com/company/ibm-…
The Masters:
The Masters App:
https://itunes.apple.com/gb/app/the-masters-tournament/id309025938?mt=8
