IBM Australia lets tennis fans take on the serves of Australia Open 2014 finalists using virtual technology + pop up courts via DT + OgilvyOne
IBM Australia is giving tennis fans the opportunity to return the serve of the world’s greatest players as they compete during the Australian Open 2014 finals via DT and OgilvyOne.
Throughout the finals weekend, IBM ReturnServe pop up courts at the tournament and key locations in Melbourne and Sydney will be recreating the serves of finalists in virtual reality.
Live serve data captured and analysed by IBM in real-time is used to create the serve, which is then viewed by fans through virtual reality, 3D goggles. Fans are transported to a graphically animated Rod Laver Arena, staring across the net at the Australian Open finalist on court. Users have two opportunities to return the same serve, with the added advantage of data insights and tips shared before the second attempt.
Says Angela Gallo, IBM A/NZ sponsorship leader: “This new activation gives tennis fans an immersive experience and the chance to stare down a serve from their favourite player. ReturnServe, hosted on IBM SoftLayer, is an exciting demonstration of how data analytics technology holds the key to unlock insights that can be game changing in both sport and business.”
Sally Kissane, managing partner at OgilvyOne said thousands of tennis fans had enthusiastically embraced the new technology both online and at the pop-up courts in Sydney and Melbourne since the Australian Open began.
Says Kissane: “This is a creative experience that brings to life IBM’s sponsorship of the Australian Open in an interactive environment to showcase the important role technology plays at a Grand Slam tournament.”
Says Michael Ford, DT creative technologist: “We’re excited to see so many fans have immersed themselves in the experience and can’t wait to see more face the serves of the finalists this weekend.”
Fans can try their luck at returning the serve of the Australian Open finalists this weekend at the following locations:
Melbourne: Qantas Domestic Club Lounge and Australian Open Grand Slam Oval, Melbourne Park Sydney: Qantas Domestic Club Lounge
IBM ReturnServe was developed for IBM Australia by DT and OgilvyOne. One20 provided video support, and OgilvyAction was responsible for onsite activation. All agencies are part of Ogilvy Australia and STW, Australasia’s leading marketing content and communications group.