IBM: Social analytics at Wimbledon

OgilvyOne London

The team

Charlie Wilson, Emma De La Fosse, Nina Mynk, Samantha Hagans, Emma Paola de Haas Garcia, Georgia Bradley, Anthoula Nolan, Giles Winser, Elaine Lee, Janet Berry, Lorenzo Spadoni, Pavlos Themistocleous, Hiten Bhatt, Nicole Yershon, Emmanuel Davis, David Dunhill, Sam Seddon, Daniel Gomes, Ben Loach, Rosemary Brown.

Other contributors:

NetCommunities – Media Partner, 3D Print Show – 3D Printing Partner.

How did the campaign make a difference?

IBM added social tracking to Wimbledon analytics this year; this campaign proved how it helps businesses make smarter decisions. One hundred and forty eight C-suite executives collected trophies, 7,296 shared content online.

What details of the strategy make this a winning entry?

The campaign told senior decision makers about IBM's analytics in a way that would relate to their business concerns. It made a complex story understandable and got them excited about a topic that can be quite dull. Since IBM was adding social sentiment tracking to the analytics mix at Wimbledon, it was a great opportunity to engage the C-suite audience. The strategy was to demonstrate that the insights revealed by combining social sentiment and match data could provide a different view on who's winning at Wimbledon. Businesses often make decisions based purely on business performance. This demonstrated the importance of combining insights from the market tracked through social sentiment. Live data drove a physical production line, live at Wimbledon. It was a highly visible and high-risk way to prove the argument. If IBM's analytics were wrong, thousands of people would have witnessed the wrong products appear. Happily, Laura Robson and Dustin Brown souvenirs came out rather than Serena Williams and Rafa Nadal. The resulting demand was proof that IBM analytics can potentially change businesses' fortunes.

How did creativity bring the strategy to life?