As well as YouTube, the campaign is also amplified across IBM’s other global and UK digital and social channels – including Twitter.
Blending a range of skills and bespoke brand technologies – from AI and apps, to bots and cognitive data, the video showcases how IBM’s approach to the 2017 Championships focuses on four core areas: changing fan perceptions, competitive margin metrics, visitor utilities and automated video.
With the objective of changing fans’ perceptions, IBM is introducing a new, live insight strand that aims to highlight moments and matches of particular interest and quality.
By being the first to offer real-time insights and analysis around breaking match records, the IBM/Wimbledon alliance will be ‘first to market’ with content and thus help the property owner itself ‘rise above the tournament noise, news and views’ from the gathered global media outlets.
IBM is also introducing a new ‘competitive margin metric’ to help Wimbledon’s own editorial team tell the stories of the matches in new ways as play unfolds.
While IBM again powers the tournament website and its features and tools (like the familiar IBM ‘’Slam Tracker’), for those on-site IBM is employing artificial intelligence to assist visitors to Wimbledon at the grounds, while IBM’s ‘My Wimbledon Story’ apps have been enhanced for 2017 with the new Watson-enabled bot ‘Ask Fred.’
This feature sees IBM Watson offer a cognitive assistance in answering a variety of questions from fans visiting the event on-site.
The new mobile and tablet app is equipped with a ‘natural language’ interface and offers users a wealth of information from dining options to interactive maps.
There is also an AI-powered automated video highlights service for Wimbledon fans who ‘don’t just want to know what happened, they want to see it’.
The IBM and Wimbledon video production team will serve up all the key highlights from the best matches across the tournament for their own digital platforms, plus AI-powered automated video highlights will be generated via IBM Watson and other audio/video technologies to bring to life key championship moments from the six main show courts.
IBM is also exploring all of the past and present tournament data and applying Watson’s cognitive capabilities ‘to delve into what it takes to be a great champion at Wimbledon’.
This will also link to a ‘social listening’ strand driving a debate around ‘who is the greatest of all time’.
A new 2017 offering, called ‘What Makes Great’ (a reference to the rights holders own ‘In Pursuit Of Greatness’ tagline), is powered by IBM’s data and cognitive capabilities and provides fans with a new perspective on greatness.
Built on IBM’s analysis of 44 years of sports coverage, the tech giant uses its detailed historical data to identify key tennis performance measures against a ‘set of topics that are collectively required to make a great champion’.
IBM has been working with Wimbledon as the official supplier of Information Technology and consultant to the All England Club and The Championships, Wimbledon for 28 years.
Its core Tournament work for much of the last decade has been to showcase its skills and bespoke systems through the analysis of millions of data points and thousands of pages of unstructured text to ‘learn what it takes to pursue greatness within a sporting arena’.
As well as utilising its own technologies to determine what makes a great Wimbledon Champion, the campaign is also asking fans to join the conversation and have their own say socially using the hashtag #WhatMakesGreat.
This suite of technology supplier services sits at the heart of the partnership promotional programme which also includes additional assets ranging from online video, to real-time suggestions about which might be the best matches to watch on Twitter.