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Top 6: March 6th 2019

IBM: Watson the superfan: How AI is changing the game

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Top 6: March 6th 2019
IBM has been the official technology partner of the US Open since 1990, providing scores, stats and insight to tennis fans across the world. In 2018, we wanted to raise awareness for how integral the brand's technology is to tournament operations and for enhancing fan enjoyment of the game – and ultimately, how the same technology is being used to change the world.
Agency: GPJ

Combining abstract tennis iconography, artful data visualizations and interactive games, the 2018 IBM Fan Experience showed fans how IBM uses artificial intelligence (Watson) to see, hear and understand emotion – capturing and delivering exciting moments and in-depth match insight, and ultimately improving the game experience.

Fans could test Watson's abilities through a 3-part interactive challenge, and learn how this same technology is being used to address complex world issues, from identifying problems with cars and trains to diagnosing and treating cancer.

Total visitors: 7,113
1000+ hours of engagement
Credits Other credits

Managing Director (Spinifex Group): Josiah Hobson

Creative Director (Spinifex Group): George Kacevski

Creative Director (Spinifex Group): Jonny Ellison

Producer (Spinifex Group): Ashley Phillips

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