As the official technology sponsor of the US Open, IBM seeks to enrich the tournament experience for those lucky enough to attend, as well as extend it to the millions of people who can't. We were asked to:

To demonstrate IBM’s capacity to provide this information instantaneously, a number of media were used to create a seamlessly integrated campaign:

Times Square
The eleven screens of the dynamic Reuters board in Times Square delivered live scores, statistics and video highlights for the duration of the championship to an estimated 1.3 million people every day.

Ad Vans
Three ad vans delivered real time scores to the streets of New York City.

Live score banner
A dynamic banner provided up-to-the-minute scores and statistics, as well as a guided tour of the on demand business solutions that made it possible to deliver those scores to fans world-wide.

Podcast series
Tracy Austin recorded a podcast series that could be downloaded or subscribed to via iTunes.

 

The campaign was also supported by standard banners, landing page, magazine insertions, direct mail and radio.

 

Awards
The Banner has won both a New York and regional Gold Addys and was awarded a merit at the 2005 One Show.
The Campaign was also awarded a merit at the 2005 One Show.
The Billboard was highlighted as 1 of the best 2 peices of work when Ogilvy Interactive was annouced the best Interactive agency by Adweek in 2005.

Details
Client: IBM
Role: ACD/AD
Agency: OgilvyOne/Ogilvy & Mather New York

 

 

 

©Alastair Green 2009