Tennis fans want to get as close to the action as possible. In collaboration with ATP media and the MercedesCup, we took streaming to the next level with a unique experience that let users choose unique angles for their livestream-view of the match. We even put cameras on the ball boys and girls themselves – a world’s first.
Utilising AKAMI cloud and a completely new technological architecture, we delivered live video to our SCOOP & SPOON app platform, with additional functionality to boost brand engagement and interaction. User profiling allowed us to perform selected targeting in real time, ensuring that users only saw branded content relevant to their interests, and providing sponsors with more value for their investment.
This more intimate view of tennis was especially attractive for social media. The extremely dynamic user experience and changing perspectives allowed streamers to capture unique views of the action on centre court, and share it to social media. This further drove brand exposure and opened up new target audiences for the MercedesCup. We reached a staggering 1.9 million people in 83 countries, who watched hundreds of user-generated 20-second snippets more than 640,000 times.