Ricoh improves its serve
Momentum London delivers a unique consumer experience at the Barclays ATP World Tour Finals
Ricoh is a leading global provider of technology and services that can help organisations worldwide to transform business transactions and processes. Its core offerings include Managed Document Services, Production Printing, Office Solutions and IT Services.
As part of its Platinum Partnership with the ATP World Tour, Ricoh unveiled the UK’s first interactive serve simulator yesterday at the Barclays ATP Tour World Finals at the O2.
Teaming up with Red Door Events and the ITF approved FlightScope serve speed radar, integrated marketing agency Momentum London built an interactive serve simulator within the Fanzone at the O2 . Previously only used on court at Professional events, this is the first time such technology has been adapted and made available for public use in the UK.
The simulator, which uses integrated technology capable of tracing and measuring both the speed and trajectory of participants’ serves, complements Ricoh’s sponsorship of Hawkeye, the decision referral system which allows players to challenge calls made by officials and Ricoh’s sponsorship of the speed of serve.
After each serve, contestants’ speed and landing position scores are extracted, automated and sent to them via email including a direct link to share through Facebook and Twitter, allowing consumers to tell the story of their experience through social media. Participants are asked to pay a small fee and all money generated through this activity is donated to ATP’s “Aces for Charity” programme.
Bart Somsen, Brand Strategy Manager for Ricoh Europe commented: “This interactive Ricoh Speed Challenge perfectly supports Ricoh’s Platinum Sponsorship of the ATP World Tour and Barclays ATP World Tour and underlines Ricoh’s strategy helping the ATP World Tour and organisations worldwide to transform and optimise their document heavy processes.”