US Open fans love tennis, photos and Instagram. IBM, a major US Open sponsor, loves data. In fact, IBM loves data so much that it tracks every single match statistic over the course of the tournament. To promote IBM's presence at the Open, Ogilvy & Mather had to serve up its data in a way as exciting and as shareable as the action on the court. So what did we do? We conceived IBM Datagrams-animated interpretations of the data posted on the IBM Sports' Instagram account.

Launch the campaign
Published
February 2014
Topics

The Story

US Open fans love tennis, photos and Instagram. IBM, a major US Open sponsor, loves data. In fact, IBM loves data so much that it tracks every single match statistic over the course of the tournament. To promote IBM's presence at the Open, Ogilvy & Mather had to serve up its data in a way as exciting and as shareable as the action on the court. So what did we do? We conceived IBM Datagrams-animated interpretations of the data posted on the IBM Sports' Instagram account.

The key to success for these animated data videos, or Datagrams, was sharing them with fans in as close to real time as possible. To do this, animators, designers and writers were stationed at the US Open and worked with an algorithm in After Effects built to customize each Datagram. After uploading an animation with unique designs, colors and music for every set, the team could post it to Instagram less than a minute after each set ended.

The Technology

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    Social

    Instagram

The Results

Tennis fans at the US Open and around the world loved Datagrams. We got more than 30,000 likes and close to one million impressions, all on an Instagram feed that didn’t exist until the start of the tournament. We also got props from our digital contemporaries around the world. Big Spaceship said, “...and this is how it’s done—extending real-time news to Instagram video” and Stinkdigital called it the “best use of Instagram by a brand.”

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Minute -- average time it took to send a new, unique Datagram out after each match

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Custom animations, created in real time

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Million impressions from an Instagram account that didn't exist before the start of the tournament

Launch Date Sept. 3, 2013