BRANDING CAMPAIGN NEWS: IBM serves up awareness campaign

IBM, long-running partners to the All England Lawn Tennis Club, has announced it is working on a marketing campaign to raise awareness of its technology solutions used in this year’s Wimbledon Championships.

The technology giant will team up with the Guardian to showcase its ‘SlamTracker’ technology – an analytics enabled scoreboard – to readers via the Wimbledon pages of the Guardian’s website. Print, online and outdoor advertising will also accompany the campaign, and social media activity will include integration with the Guardian’s Facebook and Twitter coverage of the event.

As well as SlamTracker, IBM is launching SecondSight for the Centre Court. This will make it possible to track the fastest moving players and how their performance changes. The technology company is also using its SmartCloud infrastructure to run the new Wimbledon website.

IBM is no stranger at using Wimbledon to showcase its technology solutions. It won the ‘Best use of mobile’ at last year’s B2B Marketing Awards thanks to its Seer 2.0 campaign that saw users able to obtain live video feeds to each of the courts at Wimbledon simply by pointing their smartphone in the same direction.