Overview
We assisted in activating the All England Lawn and Tennis Club, commonly known as Wimbledon.
In collaboration with IBM, Spark Compass was integrated into the Wimbledon official mobile app, bringing AR experiences to the historic tennis tournament during the whole event. This included activating AR overlays on commemorative plaques and interactive directories, enhancing the on-site experience for attendees.
Impact
While specific metrics are confidential, the deployment provided enriched Fan experiences and offered valuable insights into visitor traffic patterns, demonstrating the platform's capability to blend traditional sports heritage with modern technology.
Purpose
• Delivering of geo-specific content and experiences in AR dn VR based on hyper locations via geofences at POIs
• AR on signs and Pop-Up stands, Sponsors materials
• Enhancing visitor's journeys
• Highlighting Points of Interests across grounds
Results and Technology Deployed
• Delivered content and AR experiences within the IBM published App, integrated with IBM systems, and activated across Wimbledon grounds
• Delivery of live 360-degree Virtual Reality (VR) experience from the practice courts:
We had 3 different 360 cameras streaming the training sessions live. This immersive 360 VR experience was delivered to Mobile phones for 2 types of consumption:
1. Users could move the phone around and point of view would change so could see around and follow the action via the "magic looking glass".
2. Via VR headsets creating 3D feeling with head motion directing the camera view. Also embedded within the 3D 360 camera viewing experience was an AR activation: one of the TVs in the court was activated as an AR target within the 360 view and LIVE match content from center court was superimposed upon that TV. Very powerful combination of video feeds within one-another.
The Spark Compass Platform was used to activate a series of placards across the grounds of the All-England Lawn Tennis facilities where the tournament is held. These plaques are typically placed in locations where it commemorates an event that happened in the past. Each of these places were imported into the Spark Compass Augmented Reality Platform and therefore recognized as targets for an Augmented Reality overlay.
In addition, a series of posters and placards including directories were activated with 3D models that were interactive and were photorealistic in that the roof of the Central court. For instance, would have the correct lighting, shadows and reflection on the ceiling on the roof based on the position of the sun as it was related to the directory. These interactive experiences would therefore be used to highlight the entry points and other features of that specific venue that was activated.
Furthermore, a series of temporary locations where sponsors had booths were activated where back panels, posters, and logos were activated and came alive with our specific contents, information and videos that were relevant to that specific sponsor. Gamification was activated at certain locations typically where the attendees would queue to get access into the grounds or where they were waiting for something specific.
The applications were used and the Augmented Reality activations were recorded and retained as a strong and powerful way of determining the traffic patterns of the visitors as they were attending the event.
