It was a world first: the first time that live Tweets had been analysed in order to create a product using 3D printing.

The immediacy of the production and the instant connection that tennis fans were able to make between Tweets and souvenirs really created a buzz – not only at Wimbledon where the event was taking place, but also on Twitter and online.

Our target audience was wowed by this simple but brilliant application of data for a direct business result.

In their eyes particularly it turned IBM into a credible provider of data services – and an expert business consultant.

It proved to CEOs that data from social media can be used to deliver what their customers really want.

Tennis fans and IBM’s VIP guests crowded into the pop-up shop daily, to watch the invisible made visible and tangible. And to get their hands on the souvenir trophies!

Our live souvenir production line gave fans a new perspective on the tennis.

148 C-levels collected trophies. 7,296 shared content online. Over 750,000 people engaged with online content trebling the engagement rate from 2012. This resulted in 28 qualified leads with a projected revenue of £5.6 million and projected ROI of 21:1