To the Average Australian, data is dull. And, by association, that makes IBM dull as well. To reinvigorate the brand we used the Australian Open to show how useful, accessible and exciting data can be.

So we created IBM ReturnServe, giving tennis fans something they’d never seen – the chance to stare down a serve from their favourite players. But not just any serve – one that happened on court just moments earlier.

This was an amplification idea – using engagement with Average Australians to show Business Leaders just how innovative, engaging and exciting IBM could make data.

PR was used as a key pillar to drive business conversations with decision makers.

The results:

- Stories in 15 publications (including the Wall Street Journal and CMO magazine) reached 1,900,000 readers

- Hundreds of different serves were broadcasted from 53 players

- 10,183 played on our pop-up courts

- 270,000+ played on their desktop

- Social sharing reached 4,843,691 followers

- 38 brand new relationships were established in Australia

- 32 existing relationships were deepened

- 70 of Australia’s top 100 companies are now engaged with IBM

Only IBM could have pulled off this demonstration of data and analytics firepower.

IBM has been the Australian Open technology partner for 21 years – constantly looking for new ways to use the massive amount of data the event generates.

Importantly, IBM ReturnServe was the first-ever commercial use of the Oculus Rift in Australia. Very few Average Australians were even aware of the headset technology. It meant their immediate take-out was of IBM as a genuine innovator.

And, for Business Leaders, the level of engagement by Average Australians in real-time data and the technology to deliver it meant IBM clearly showed them what’s possible.

For Average Australians:

- Hundreds of different serves from 53 leading players

- 10,183 played on our pop-up courts

- 270,000+ played on their desktop

- Stories in 15 publications reached 1,900,000 readers

- Social sharing reached 4,843,691 followers

For Business Leaders:

- Stories in business publications reached 420,000 senior decision makers worldwide

- 38 brand new relationships were established in Australia

- 32 existing relationships were deepened

- 70 of Australia’s top 100 companies are now engaged with IBM