In a groundbreaking move, the ATP has embraced technology to revolutionize the way tennis highlights are experienced, debuting this innovation at the Nitto ATP Finals.
Featuring the top eight tennis players globally, the Nitto ATP Finals is set to deliver thrilling matches and unforgettable moments. To captivate new social media audiences and enhance fan engagement, the ATP has teamed up with the immersive social agency Make My Day to introduce an unprecedented immersive highlights campaign.
The initial phase of this campaign unfolds throughout the tournament, transforming real match footage with state-of-the-art CGI and 3D technology overlays. These enhanced highlights, provided by ATP’s broadcast and production division, NATPF, are being showcased on ATP’s Instagram platform.
The campaign’s second phase launches during the semi-finals, offering an advanced augmented reality (AR) experience directly to fans, no matter their location. By utilizing ATP’s AR filter, enthusiasts can relive crucial, game-changing moments through a simple four-step process. First, users scan their environment with a smartphone and tap to initiate; a virtual tennis court then appears, ready to be placed on any flat surface, such as a table. The highlight reel plays in a continuous loop, allowing fans to explore the scene from every perspective. Finally, viewers are encouraged to share this immersive experience with friends or across their social media channels.
Andrew Walker, Senior Vice President of Brand & Marketing at ATP, expressed, “We are constantly seeking innovative ways to enhance the viewing experience for our fans. Make My Day’s expertise in technology-driven, socially native content has unlocked new possibilities. The augmented highlights introduced this week are a first for tennis enthusiasts and will set the stage for fans to engage with their favorite ATP players and memorable sporting moments in exciting new formats.”
Will Scougal, co-founder and managing director at Make My Day, commented, “Extended Reality (XR) is fundamentally transforming how culture is experienced, from wearables to broadcasts and social AR. This initiative establishes a new benchmark for sports viewing, blending real match data with cutting-edge technology to create an unforgettable fan experience at the core of where sports discussions thrive – social media.”