IBM is the latest B to B marketer to jump into music-making with this new U.S. Open campaign that creates tunes out of tennis data. The brand worked with its agency Ogilvy & Mather New York, digital production company Tool and electronic musician James Murphy of LCD Soundsystem to create the U.S. Open Sessions, platform that transforms stats from tournament matches into music. After the U.S. Open, Mr. Murphy will remix the tracks for a new album.
IBM joins a lineup of other B to B marketers brands who have used music to showcase their products. Earlier this week, GE worked with musician Matthew Dear to create tunes from its machines. Siemens also recently used its windmills to recreate Johan Strauss' "Blue Danube."
It's the latest in unique data-driven initiatives IBM has created around the tournament. Previously, the marketer also created a dynamic data wall to keep visitors abreast of U.S. Open stats.