IBM #FindTheAdvantage

IBM, a US multinational information technology company launched a campaign – demonstrating how athletes from different sports could gain an advantage over their competitors – to promote the brand and sponsorship of the Wimbledon Championships in the UK.

Executive Summary

This is a story of turning a problem into an advantage. A number of high-profile sporting events collided in the Summer of 2018 - the FIFA World Cup, Formula 1, the US Open Championships and, of course, the Wimbledon Championships.

Great if you're a sports fan. Not so great if you are IBM, the Technology Partner at Wimbledon. How can your brand activation hope to compete?

Rather than attempt to compete 'head on' with the other sports, our solution was to embrace them and take advantage of the excitement and fan interest surrounding them. Using AI delivered insights...

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Insights Team
Bray Leino

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