Live from the US Open, IBM Datagrams Brings the Action from the Courts Immediately to Instagram

    Live from the US Open, IBM Datagrams Brings the Action from the Courts
                           Immediately to Instagram

PR Newswire

NEW YORK, Sept. 6, 2013

IBM and Ogilvy & Mather use live data to further engage tennis fans on social

NEW YORK, Sept. 6, 2013 /PRNewswire/ -- Today IBM and Ogilvy & Mather launched
IBM Datagrams, realtime video animations based on match data from the 2013 US
Open Tennis Tournament via the popular photo and video sharing social network
Instagram. IBM Datagrams, the first activation of an IBM Sports initiative
using Instagram, employs live analytics from the 2013 US Open to help immerse
fans, no matter their location, in the action on and off the courts in
real-time through social media.

One of the first B2B brands to explore the use of Instagram's new video import
capabilities since its launch in August 2013, IBM recognized an opportunity to
provide fans with insights by bringing together live data and video to enhance
the experience of viewing the US Open, which led to the creation of IBM
Datagrams. IBM, Ogilvy & Mather and the production company Buck will be
creating video animations using live data from the tournament to give
Instagram users behind-the-scenes insights of the matches and the players.

"With big data playing a role in many aspects of sporting events, the power of
IBM analytics has helped change the way fans watch and enjoy sports," said
Marco Perreira, Worldwide Corporate Advertising Manager for IBM. "Adding
Instagram video to the mix opens the door for our brand to bring IBM
capabilities to a broader audience. For the first time, we're incorporating
live analytics with video and giving tennis fans access to the data behind the
tournament's most important matches they can view from any location."

IBM Datagrams will be uploaded for every men's and women's singles match,
starting with the Quarterfinals and ending after the Championship Match to
IBM's Instagram account @IBMsports. These vibrant posts include video
animations built in real time together with the design-driven production
company Buck.

"We're creating each of these IBM Datagrams live at the US Open just a few
feet away from Arthur Ashe Stadium," said Niels West of Ogilvy & Mather, New
York. "Using live data means that when the action on the court shifts, so does
our animation."

IBM Datagrams and other photos taken by known Instagram photographers Sam
Horine and 13th Witness marks the launch of IBM's presence on Instagram giving
the brand a solid footing on this platform.

Topping off IBM's exploration into the intersection of sports and technology
at the 2013 US Open is IBM's "Data is a Game Changer" Interactive Wall. This
15-foot touch screen developed by IBM, Ogilvy & Mather and production partner
HUSH, gives tennis fans an immersive and engaging way to dive into match data
and gain insights into what's happening on the court.

About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in
the world. It was named both the Cannes Lions Network of the Year and the
EFFIEs World's Most Effective Agency Network for two consecutive years, 2012
and 2013. The company is comprised of industry leading units in the following
disciplines: advertising; public relations and public affairs; branding and
identity; shopper and retail marketing; health care communications; direct,
digital, promotion and relationship marketing; consulting, research and
analytics; branded content and entertainment; and specialist communications.
O&M services Fortune Global 500 companies as well as local businesses through
its network of more than 500 offices in 126 countries. It is a WPP company
(NASDAQ: WPPGY). For more information, visit, or follow
Ogilvy on Twitter at@Ogilvyand

SOURCE Ogilvy & Mather

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