As London sweltered, the beautiful Royal Portrush in Northern Ireland was occasionally drenched with rain, but through the magic of AR, a touch of the Irish golfing magic could be seen in the heart of the City last week.
NTT DATA has been an Official Patron and the IT Provider of The Open for the last seven years. This year saw the return of the impressive NTT DATA Wall, located in the Spectator Village. The huge 20 metre LED screen tracks and relays a range of live data and insight from across the course, creating dynamic 3D visuals, synchronised with the live TV broadcast. NTT DATA instantly identify key trends and patterns in the day’s play, whilst unprecedented hole-by-hole data-analysis brings to life the facts and figures lying behind the Championship in a way never before seen on a golf course.
This year for the first time, in partnership with Darabase, we also created an Augmented Reality Data Wall, available live on the iconic Royal Exchange building in the city of London, NTT DATA’s UK HQ. And if you were out and about on the course and not enjoying a drink of something cold (or warm!) in the Spectator Village, you could also bring up the AR Data Wall on your phone anywhere across the Royal Portrush course.
Darabase is building the global platform to manage and monetise Augmented Reality permissions on the physical world. It was crucial to NTT DATA that the appropriate engagement and consents were in place for the campaign, in this case with Oxford Properties, leaseholders of the Royal Exchange building. Darabase managed all elements of this through its unique proposition and platform.
The AR experience outside The Royal Exchange
The AR experience on course at Portrush
To bring the experience to life, Darabase worked with NTT DATA’s existing data management partner to integrate the existing live feed into a WebAR product and leveraged 8th Wall’s image targeting technology to create this engaging solution. The experience was promoted by NTT DATA on social, on course and on location at their HQ to drive views and their brand’s association with the event and the data innovation that has become an important factor on course and now on their office HQ.
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CEO & Co-Founder, Darabase