IBM introduced a new brand platform, ‘Let’s Put Smart To Work,’ through its sponsorship of The Masters and places its Watson supercomputer at the heart of a utility-led creative approach that generates personalised highlights of the golf tournament. For the 2018 tournament, IBM is enabling fans to have an automated, personalised highlight reel service… Continue reading IBM Watson Work Leverages The Masters Sponsorship To Launch New ‘Let’s Put Smart To Work’ Brand Platform
Tag: Augusta National
The Masters > A Beacon Of Values, Or Exclusive, Elitest, Secretive & Archaic?
There are two opinions about sponsorship and The Masters: one that the tournament is a property controlled beacon of traditional values ensuring the tournament isn’t ruined by corporate logos and marketing machinery, the other that it is an exclusive, elitist, sexist, old-fashioned 300-strong private members club run event based on secret handshakes resulting in non-negotiable… Continue reading The Masters > A Beacon Of Values, Or Exclusive, Elitest, Secretive & Archaic?
IBM Watson & Tom Front Masters ‘History Of Innovation’ Campaign
IBM’s 2016 activation around The Masters focuses on its IBM Watson cognitive technology with a campaign fronted by legendary player Tom Watson. It’s not just the surname/product name match that makes Tom Watson a good ambassador fit for the tournament, but also the fact that the iconic player has announced that 2016 will be… Continue reading IBM Watson & Tom Front Masters ‘History Of Innovation’ Campaign
AT&T Leverages Its Masters Rights Via Non-Golf B2B Campaign ‘Power Of &’
The ‘Power of &’ campaign, its biggest business-to-business initiative in recent history, aims to show how AT&T helps business customers navigate paradoxes in today’s complex business world and debuts during the 2016 Masters. The telco is using its leveraging its rights as an Augusta sponsors to launch the fresh brand positioning campaign Developed… Continue reading AT&T Leverages Its Masters Rights Via Non-Golf B2B Campaign ‘Power Of &’
Rolex Activates At The Masters With ‘Golf History’ & ‘More Than A Game’ Spots
In addition to its guest (patron) VIP programme and its on-site presence both through on-course clocks and hospitality spaces, Rolex also activated its official sponsorship rights at The Masters 2016 with TV and digital work. As part of its package the luxury watch brand has access to some of the exclusive spots in the… Continue reading Rolex Activates At The Masters With ‘Golf History’ & ‘More Than A Game’ Spots
IBM’s ‘Track’ Leads A Reworked Digital Experience At The 2015 Masters
Sensors, lasers and tracking linking to analytics and algorithms lay at the heart of IBM’s The Masters activation, as the US-based multinational technology and consulting giant reimagined The Masters’ digital experience through a set of internet-connected devices to capture golf ball trajectories and enable users of its app to follow the on-course action from smartphones,… Continue reading IBM’s ‘Track’ Leads A Reworked Digital Experience At The 2015 Masters
Win Tweets, Jet PR & Web Sales: UA Activates Spieth Masters Win
This week golf’s latest superstar Jordan Spieth stepped onto an Under Armour private jet and embarked on a victory press tour backed by his apparel partner to celebrate winning the 79th version of Augusta’s annual golf major. .@JordanSpieth wasn't kidding. He's taking his jacket everywhere. #TheMasters pic.twitter.com/UDmwkVESBG — Under Armour Golf (@UAGolf) April 13, 2015… Continue reading Win Tweets, Jet PR & Web Sales: UA Activates Spieth Masters Win
Gyro 360 Degree Vivid Views On IBM’s Masters Mobile App
The Masters is one of the most exclusive events in the world: perhaps the only thing harder to get than a tournament ticket is an Augusta National membership. While digital renderings can never truly replace watching the year’s first major (or playing the course itself), sponsor IBM’s Official Masters App is almost as good… Continue reading Gyro 360 Degree Vivid Views On IBM’s Masters Mobile App
