NTT DATA and The 150th Open

NTT DATA’s revolutionary new Digital Twin technologies gave fans a world-first interactive digital experience…

On what was a historic year at The 150th Open Championships, a record-breaking 290,000 fans attended the famous Old Course at St Andrews, to witness Australian golfer Cameron Smith be crowned ‘Champion golfer of the year’ and capture the iconic Claret Jug.

Delivering NTT DATA’s sponsorship as the ‘Official IT Provider’, we used ground-breaking ‘Digital Twin’ and ball-positioning technologies to create a perfect virtual representation of The Old Course. Our ‘ShotView’ platform set about generating a library of stunning real-time digital clips capturing every shot, on every hole, from every player, from every round. These visualisations were displayed on the iconic NTT DATA ‘Wall’ (located in the heart of the Spectator Village) as well as on the official TheOpen.com website via unique new interactive fan tools such as Interactive Player Scorecards, Interactive Course Maps, and full integration on the official Live Blog.

Our ‘ShotView’ platform received 3million pageviews and over 1.5million interactions, significantly elevating the fan experience and engagement with The Open.

In addition to our ‘ShotView’ activations, we continued to manage, design, and deliver an international hospitality experience for 400 VIP guests in NTT DATA’s double-decker hospitality pavilion. The programme included evening champagne receptions, and a 3-course dinner in the pavilion hosted by NTT DATA’s global CEO, and live Q&A sessions hosted by BBC commentator, Andrew Cotter, with guest appearances from professional female golfers, Laura Davies DBE and Henni Koyack. Less glamorously, as usual we quietly continued to manage all guest communications, brand management, and hotel and transport management services.

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