In an exciting development for tennis enthusiasts, the ATP is revolutionizing the way fans experience the sport by integrating advanced technology into the Nitto ATP Finals. This initiative aims to enhance the viewing experience and engage a broader audience through innovative digital content.
The Nitto ATP Finals, featuring the top eight tennis players globally, is renowned for its high-stakes matches and thrilling moments. To capitalize on this excitement and reach new social media audiences, the ATP has teamed up with the immersive social agency Make My Day to introduce a groundbreaking immersive highlights campaign.
The campaign unfolds in two stages, with the first phase taking place throughout the tournament. This phase involves transforming real match footage into dynamic highlights using state-of-the-art CGI and 3D technology overlays. These enhanced highlights, produced by ATP’s broadcast and production division NATPF, are shared on ATP’s Instagram account, offering fans a fresh perspective on the action.
The second phase of the campaign begins during the semi-finals, delivering an advanced augmented reality (AR) experience directly to fans, no matter their location. By utilizing ATP’s AR filter, fans can relive crucial, game-changing moments in just four simple steps. First, users scan their surroundings with a smartphone and tap to initiate the experience. A virtual tennis court then appears, ready to be placed on any flat surface, such as a table. The game highlight plays on a continuous loop, allowing fans to explore the scene from various angles. Finally, viewers are encouraged to share this immersive experience with friends or on their social media platforms.
Andrew Walker, Senior Vice President of Brand & Marketing at ATP, expressed enthusiasm about the initiative, stating, “We are constantly seeking ways to enhance excitement and interactivity for our fans. Make My Day’s expertise in creating socially native content powered by technology has opened up new possibilities. The augmented highlights introduced this week are a first for tennis fans and will enable them to experience their favorite ATP players and moments in dynamic new formats.”
Will Scougal, co-founder and managing director at Make My Day, highlighted the transformative impact of extended reality (XR) on cultural experiences, saying, “XR is fundamentally changing how people experience culture, from wearables to broadcasts to social AR. This project sets a new standard for sports viewing by merging real match data with cutting-edge technology, creating an unforgettable fan experience at the heart of social media discussions.”