Give the data a question people care about
Give accumulated partnership data and live audience conversations a shared question that fans can debate. In 2017, IBM and Wimbledon's campaign took inspiration from Wimbledon's "in pursuit of greatness" brand promise and asked "What makes great?" IBM Watson joined and led the debate, drawing on data captured throughout the partnership and insights informed by live social listening. The campaign demonstrated enterprise-level AI through a sporting question, generating global engagement and media coverage throughout the tournament. The useful principle is to connect what the partnership has recorded with what audiences are discussing now. A shared question gives historical data a role in a current conversation and makes the technology part of the audience's sporting interests.
Sources: IBM and Wimbledon: Ongoing Campaign Involvement, Media activation