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To showcase the power of analytics and cloud technology, IBM Corp. this week launched a campaign called "Sessions" at the U.S. Open, which features an online experience that creates music out of tennis data.
The experience is available on the U.S. Open website and lets users listen to music created from tennis matches.
To create the online experience, IBM partnered with electronic musician James Murphy, its agency partner Ogilvy & Mather New York, and digital production company Tool.
"For every match that is played, users can listen to music generated from the match in real time," said Ann Rubin, VP-branded content and global creative at IBM.
"It allows you to engage with our brand in a unique way. Analytics and cloud technology are hard things to explain, so it's good for us to show these technologies in action, in ways people can understand."
At the website or on their iPads at the event, users can click on "Men's Matches" or "Women's Matches" to hear the "soundtrack" from each match played. "Sessions" alludes to music sessions, and the program features short or long tracks from each match played.
IBM is promoting the online experience through paid media on various websites, through social media, at the U.S. Open site and on its own website.