IBM: Enabling the First Virtual US Open

IBM, a tech company, rethought its strategy for the 2020 US Open tennis tournament and leveraged its AI computer system, Watson, to deliver a digital experience to fans.

Campaign details

Brand: IBMAdvertiser: IBM

On June 17th the USTA announced that the 2020 US Open would be a spectator-less tournament, giving our team 12 weeks to re-imagine our entire event activation.

The 29-year partnership between IBM & The USTA enabled us to see the challenge as an opportunity to re-imagine the Grand Slam in a virtual format – in a manner that would give fans at home an immersive, interactive digital experience, as well as the sights, sounds and rivalries that typically unfold across the millions of spectators on site and watching from home.

The campaign...

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