Tennis fans serve it up to Sam Stosur courtesy of Mark, Boffswana and ANZ at the Aussie Open

Tennis fans have a once-in-a-lifetime chance to try and ace Sam Stosur in the new, fully interactive 3D experience created for ANZ by Mark and Boffswana at the Australian Tennis Open from today.

‘Give Sam a Serve’ is a high-tech interactive experience that uses the latest 3D and face tracking technology to give Open-goers the priceless opportunity to go one-on-one against Australia’s top ranked player.

See a 2D run through of the experience here

Created by Mark and executed by Boffswana, the activation takes place in ANZ LOVE 40°  – an especially built site open to the public within the Grand Slam Oval area of Melbourne Park.

Patrons face off against Stosur, shot live in 3D, using an especially modified Wilson racquet that measures speed and direction of a player’s swing, created by Mark digital division, Make.

When the player steps up, the game uses face-tracking technology to personalise both a greeting from Stosur and the game difficulty, based on whether they are a man, woman or a child.

The player serves to Stosur, who plays the shot based on the data from the player’s racquet. Then after each serve, Sam delivers a cheeky comment about the shot played.

After the allotted three serves Stosur offers her opinion on the player’s overall performance. All scripts were written by Mark.

Chris Little, head of digital, Mark Melbourne and Gareth Sweet, senior copywriter, developed the ‘Give Sam a Serve’ concept answering a brief by ANZ, an associate sponsor of the Australian Open, to attract attendees to its activation site on Grand Slam Oval.

“We’re really happy that the ANZ sponsorship team got behind this concept and helped bring it to life. The end result is something that everyone is really proud of and it’s great to see sponsorship activation take a solid step into the digital space,” says Little.

“It’s definitely a unique experience and the 3D component really completes it. I’m sure it will be a big hit at the Open among fans.”

In terms of PR, the activation is already paying off – with Stosur facing off against herself for the cameras at the opening on Sunday.

Much to the amusement of everyone there, including herself, after playing her three serves, the 3D Stosur offered the encouraging praise “Keep playing like that and you could be a wild card entry next year.”

The real Stosur responded by saying “I’m glad I could beat myself”.

ANZ’s senior manager, sponsorship & public relations Cameron Rushworth applauded the team for the “Give Sam a Serve” concept and execution: “It’s a fantastic idea that makes use of innovative technology to give people a very real and unique experience.

“It’s a great addition to the ANZ LOVE 40° cube, and we hope it will be one of the main attractions on Grand Slam Oval during the Open.”

Agency: Mark Melbourne