The Australian Open Social Shack
Every year, Tennis Australia promotes and conducts the Australian Open, one of the world’s premiere tennis events and host to hundreds of thousands of visitors from around the globe. In 2014, they looked for a new way to engage existing fans through social media and deepen fan relationships with both the sport and players.
Reactive and Tennis Australia developed a concept that consisted of seven large screens (with multi-screen display), which integrated live game play data from IBM with social media content. When combined with beautiful design and animation, Reactive was able to beam tournament-related content and virtual gaming to tennis fans at the tournament.
With the addition of an oversized #AUSOPEN outside the Social Shack, the installation became the center of fan engagement throughout the tournament. Visits were tracked using an oversized physical “check-in” button. Over two weeks, more than 10,000 fans checked in at the Australian Open Social Shack.