Sep 10, 2010 at 12:47 PM
written by Brian Gainor

Activation Tactic of the Week

IBM is using augmented reality to take the fan experience at the 2010 U.S. Open to new heights. The computer technology company developed a U.S. Open iPhone application that allows users on-site at the tournament to point their phone in the direction of the tennis court (even if you are walking by outside) and receive real-time scores and statistics. Fans can also use this iPhone app functionality to see what restaurants are on-site.

The new U.S. Open App essentially marries the camera and GPS functionality of an iPhone to offer real-time scoring, live radio, venue maps, and the special "Around me" feature that provides fans with an interactive experience via augmented reality. The app serves as a great demonstration of IBM's "Smarter Planet" campaign and helps the company showcase to its clientele how they can use data to make better decisions.

IBM created a similar app with augmented reality functionality for the iPhone and Android at the 2010 Wimbledon tournament. Check it out below:

The 2010 U.S. Open app is even much more sophisticated than the product they offered to consumers in 2009, detailed below:

Brian Gainor is a passionate sports marketer with agency experience as well as an extensive background working in the NFL, NFL Europe, and collegiate athletics. Brian completed his MBA/MSA graduate work at Ohio University (Athens, OH) and currently resides in Charlotte, NC. As a Sports Partnership Activation Consultant, Brian created Partnership Activation, Inc. to provide sports business professionals with "industry best practices" - creative ideas that provide opportunities to generate incremental revenue. Be sure to check out all of Brian's past posts, too. The opinions expressed herein do not necessarily represent those of the publisher, SponsorPitch, LLC.