IBM believes that "Data is a Game Changer," which is one reason why the brand, along with Ogilvy & Mather New York and Hush, erected this stunning interactive data wall at this year's U.S. Open. While the tennis major is clearly about athletics, IBM used the 15-foot touch screen to show that the game goes beyond the court and to amplify the audience's overall experience.

The wall helped to heighten the competition on the court with historical data from seven years of grand slams that helped to analyze, in real time, strategies that individual players needed to adopt to win against their opponents. It also featured a geo-tagged Twitter feed that responded to those Tweeting at the open, and other data helped audience track arrival of the 7 train, how much water they needed to consume to properly hydrate on any given day, and when weather would dampen the day.