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In a ground-breaking move, the Australian Open will take full advantage of social media in 2013 by introducing Open Interactive for fans.
Open Interactive will allow spectators to receive photographs taken on site, sign up for competitions and tell their friends what they are doing by checking them in on Facebook, all with the touch of a lanyard.
The key behind the technology is the interactive lanyard that fans can sign up for, with promotional staff situated around the venue during the tournament.
Once signed up, the lanyard will be loaded with each individual’s details including email, mobile or Facebook account. Fans will then be able to tap on at designated activity sites or ‘tap towers’ situated in Grand Slam Oval.
It will allow spectators to automatically register their details with participating sponsors before taking advantage of the benefits and fun activities on offer.
Participating sponsors include Kia, Jacob’s Creek, Tourism Victoria, Medibank, Optus, Cadbury and Cardio Tennis, who will be offering a range of exciting prizes to fans who participate.
People who interact with at least five sponsors will automatically go into the draw to win an Australian Open men’s final package for 2014.
Other prizes on offer include a trip to the USA to have dinner with tennis legend Andre Agassi, Samsung Galaxy phones and a ride in a Kia courtesy car.
A Tennis Australia spokeswoman said Open Interactive will revolutionise the way people interact at the event and through social media.
“Open Interactive is all about enhancing the fan experience,” she said.
“It’s not just for kids; it’s designed to be fun for adults as well.”
This is the first time this technology has been used on this scale in Australia.
A similar system has been used previously at the US swimming 2012 Olympic trials and at various music festivals on a smaller scale
Tennis Australia is hoping Open Interactive will help them gain a greater understanding of their fans, and they will be able to grow the use of the technology for future events.