| Title | Watson the Superfan: How AI is Changing the Game |
| Agency | George P. Johnson Experience Marketing |
| Campaign | Watson the Superfan: How AI is Changing the Game |
| Advertiser | IBM |
| Brand | IBM |
| Date of First Broadcast/Publication | 2019 / 2 |
| Business Sector | IT Solutions & Professional Networks |
| Philosophy | IBM has been the official technology partner of the US Open since 1990, providing scores, stats and insight to tennis fans across the world. In 2018, we wanted to raise awareness for how integral the brand’s technology is to tournament operations and for enhancing fan enjoyment of the game – and ultimately, how the same technology is being used to change the world. Combining abstract tennis iconography, artful data visualizations and interactive games, the 2018 IBM Fan Experience showed fans how IBM uses artificial intelligence (Watson) to see, hear and understand emotion – capturing and delivering exciting moments and in-depth match insight, and ultimately improving the game experience. Fans could test Watson’s abilities through a 3-part interactive challenge, and learn how this same technology is being used to address complex world issues, from identifying problems with cars and trains to diagnosing and treating cancer. Results: Total visitors: 7,113 1000+ hours of engagement |
| Media Type | Digital Installation |
| Length | |
| VP, Global Executive Creative Director | Marcos Ribeiro |
| Executive Creative Director | Chris Goveia |
| Creative Director | Dan Tucker |
| Creative Director | Peter Williams |
| 2D Design Director | Julie Homesberger |
| 3D Design Director | Dror Kodman |
| Senior 3D Experience Designer | Brian Bergeron |
| VP Strategy / Planning | Andrew Todd |
| VP, Director of Production | Brian Neville |
| Executive Producer | Sarah Frantz |
| Project Manager | Brian Card |
| Production Manager | Keith Gelow |
| Shop Supervisor | Terry Balabuch |
| Managing Director | Josiah Hobson |
| Creative Director | Jonny Ellison |
| Creative Director | George Kacevski |
| Producer | Ashley Phillips |
| VP, Sports and Entertainment Partnerships | Noah Syken |
| Design Principal and Creative Director | Matthew Calkins |
| Marketing Program Director | Kristi Kolski |
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