MindShare and IBM link up for Wimbledon campaign

by Alex Donohue, Brand Republic 22-Jun-06, 11:00

LONDON - IBM and MindShare have teamed up to create four exclusive vignettes for the forthcoming Wimbledon tennis championships, to be screened during the two-week tournament.

IBM, the official supplier of live score and match data coverage for Wimbledon, and MindShare Performance worked with CNBC Europe, the financial news channel, to commission 'What Makes Wimbledon Special', a series of one-and-a-half minute programmes, which will feature Wimbledon and IBM executives being interviewed about their experiences of the tournament.

The programmes will be screened at three locations in the Broadgate area of London: Exchange Square, where the trees will be Bluetooth-enabled so mobile phone users can access the latest Wimbledon scores; Finsbury Square; and the Fulcrum, where IBM will make the umpire chairs Bluetooth liveried.

MindShare said the close proximity of the three locations would allow the audience to take full advantage of the interactive service by discussing the All England Lawn Tennis Championships as it unfolds.

MindShare Outdoor has also booked a creative campaign for Wimbledon in the arrivals hall at Gatwick Airport, which will feature 54 metres of Ellumin8 illuminated advertising space.

IBM will also provide press and online support, including MPUs, allowing users to receive Wimbledon scores in real time.

The Wimbledon tennis championships begin on June 26.

Pic: Daramot

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