ATP and Make My Day Launch World-First Immersive Tennis Viewing Experience
The ATP is using technology to bring sporting highlights to life in a new and innovative way during the Nitto ATP Finals.
With eight of the world’s top tennis players competing, the Nitto ATP Finals promises world-class tennis and nail biting moments. In order to reach new social audiences and bring fans closer to the action, ATP has partnered with immersive social agency Make My Day, to launch a world-first immersive highlights campaign.
The campaign's first stage runs throughout the tournament and involves bringing real match footage to life with cutting-edge CGI and 3D technology overlays. The highlights, supplied by ATP’s broadcast and production arm NATPF, will be shared on ATP’s Instagram account (@atptour).
The second stage of the campaign kicks off in the semi-finals of the competition, bringing a cutting-edge AR experience directly to viewers wherever they are. Using ATP’s AR filter, fans can relive pivotal, game-changing moments in four simple steps. Firstly, the viewer scans their surroundings with a phone and taps to begin; a virtual court then materialises, ready to be placed onto any surface, like a tabletop. The game highlight then plays on a continuous loop, allowing the viewer to move around and explore the scene from every angle. Finally, viewers are encouraged to share the immersive experience with friends or across their social networks.
Andrew Walker, senior vice president brand and marketing at ATP, said, “For our fans, we are always seeking ways to add excitement and interactivity to the viewing experience. Make My Day's expertise in socially native content that is powered by technology has opened doors to new possibilities. The augmented highlights unveiled this week will be a first for tennis fans and will pave the way for our fans to experience their favourite ATP players and sporting moments in dynamic new formats.”
Will Scougal, co-founder and managing director at Make My Day, said, “We’re seeing XR fundamentally change the way culture is experienced by people, from wearables, to broadcast to social AR. This work sets a new standard for sports viewing, merging real match data with cutting-edge technology to create a new and unforgettable fan experience right at the heart of where sport is discussed the most, social media.”
