Make My Day reposted this
The way people engage with sport is changing. Alternative streams, digital worlds, celebrity collabs, meme-ification of footage and a variety of other less traditional broadcast moments are being explored as tactics to attract audiences and drive fame. Last week, in partnership with the team at ATP, we brought some of those tactics and trends together and launched a campaign with the aim of redefining sporting highlights, reaching new audiences and telling a story of sporting innovation. Immersive Highlights, took highlights blowing up on ATPs social channels and within 24hrs hyped up the drama, intensity and entertainment with a premium visual enhancement, then dropped it back into the conversation. On a mission to elevate moments of sporting greatness and technical brilliance without detracting from the moment itself we added immersive layers to social highlights through the week and lit up the conversation around the players, the game and the Nitta ATP Finals. As the group stages unfolded and reached Finals weekend we went a step further and launched Augmented Highlights, the first time live camera data has been used to inform sporting highlights, enabling people everywhere to experience the world’s best tennis players like never before. Opening and placing a like-for-like 3D world AR recreation wherever they are, whenever they want to and creating an entirely new highlight experience in the process. The content experiences took off, with millions of views, shares, engagements, opens and moments of playtime. More importantly, drawing new audiences closer to ATP and the world’s best tennis players. None of this would be possible without the brilliant team at ATP Tour, our wonderful partners at We Are Social Sport and Design and our innovative data, rigging and build partners at TDI, Rezzil and PLAYAR.