Cannes Lions

The Masters Remastered

OGILVY, New York / IBM / 2023

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Overview

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Overview

Background

Every year at the legendary Masters tournament, 100 golfers play 4 rounds of 18 holes, for an average of 21,600 shots. Problem is, it’s not humanly possible for the commentators to cover that many shots. In fact, they only cover 405, focusing on the top of the leaderboard. That means, only 2% of all shots get expert-level commentary from the broadcast team.

It’s not enough for the 16M viewership. Not in the age of analytics, where fans crave insights on all their favorite players. Even the long shots.

How can we innovate the Masters fan experience to satisfy this craving?

Idea

We created and introduced the world’s first AI-powered platform that can generate

expert-level commentary for every single shot at the Masters. Whether it’s 21,000… or 21 million.

Strategy

Inspired by how golf fans were craving for all the analytics and insights they could get, we set out to give every single Masters fan their own personal AI commentator that they could use on every shot by every player.

Execution

Watson was used to analyze clips of any golf shot, and generate insights based on numerous data points. Then it was taught to speak like an expert commentator.

So for the first time ever, fans can get voice commentary on any shot.

By any player. At any hole. Just by using the Masters app during the tournament.

We made sure the world knew about it — from a campaign launched during the Masters also created using AI.

Outcome

It was featured in every relevant sports publication, was a highly discussed topic on social media during the Masters, and the Masters app was hailed as a massive breakthrough not just in golf, but in all sports. And AI commentary was hailed as a breakthrough that will change how we follow sports forever.

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