An anniversary edition gets its own digital layer around the court

The ABN AMRO World Tennis Tournament marks its 45th edition.

As the strongest ATP tournament in the Netherlands, AAWTT doesn't want that anniversary to live on the court alone. Visitors at Ahoy deserve an experience that reaches beyond the matches themselves, from the stands to the lobby.

Tennis Quiz Time returned, a year after its first use at the tournament, and was expanded for the anniversary edition. Alongside the quiz came a Social Wall for the centre court and a Social Dashboard for the lobby at Ahoy. Together they form a single digital layer that connects the experience on the stands, during matches, and at the entrance.

For the anniversary edition, Tennis Quiz Time got a new introduction video, alongside video and photo questions. The quiz's look and feel was aligned with the tournament's new brand identity, so all communication on the centre court matched. The Social Wall pulled in visitor posts and displayed them around the centre court. The Social Dashboard in the lobby combined social posts with RSS feeds from AD Sport and AAWTT itself into a single life-size overview.

A tournament gains strength when the digital layer stays tied to the moment on court. A quiz, a wall and a dashboard let visitors see their own experience reflected in the same place they lived it, from the stands to the entrance.