Today, marketing at a sports event is like trying to have a conversation at a loud concert. With innumerable sponsors and branding clutter, it’s very difficult for a brand to stand out. So in order to demonstrate IBM’s technology chops to a broader audience, we set out to create an experience that fans simply could not get anywhere else.

Being such a high profile Tennis event, the US Open already draws a large audience. We built of this popularity by having the US Open announcers ask users to “Shazam” the live broadcast in order to obtain more information. Upon doing this, they were led to a page that provided stats and information powered by IBM as well as give viewers an opportunity to learn more about IBM and the role they play in bringing the US Open to life.

The 10 days of activity drove over 25,000 tags of the IBM Shazam page, and over 45,000 views of the page. A 3.75% tagging rate on 9/2 was the single highest rate seen by Shazam for any broadcast until that point, including the 2012 summer Olympics. 34% of users that tagged the broadcast, went on to click on the of the direct response options, including 11% to download the app, 8% to visit USOpen.org (sponsored by IBM), and 4% to get more information about IBM’s work with the US Open.