Jaguar Tracks Fans Emotions At Wimbledon

What do luxury sports cars and Wimbledon have in common? Other than an expensive price tag, they both make your pulse race… or so Jaguar says.

The luxury sports automaker collected masses of data to track excitement during the professional tennis tournament last week. By distributing GPS-enabled wristbands to select spectators, they were able to track both atmospheric and biometric levels. The branded cuffs used sensor technology to measure heart rate, audio levels, and crowd movements. While the crowd’s energy was measured through wristbands, overall opinion (sociometric) was determined via social media by using the hashtag #FeelWimbledon.

Partnered with Mindshare UK, Lightwave, and Maido, Jaguar used these metrics to create an emotion-based picture of Wimbledon. The data-driven heat map pulsated when certain players entered the court or key shots were won.

Chris Cardew, Mindshare’s strategy head, explains the visualization in AdWeek.

“When Andy Murray walks onto the court and everyone suddenly shoots up and moves around, that’s about pride and anticipation the match provides the moment in the story and the data validates it.”

Fans were able to view each individual metric (atmospheric, biometric and sociometric) on a live feed with charts, photos and explainers.

While Jaguar literally made it to center court with this marketing gimmick, measuring emotions of spectators isn’t exactly groundbreaking.

In 2014, Beyond Verbal, a company that uses speech to measure emotion raised $3.3 million. Their app, Moodies, tracks speaker’s mood and tone and then displays the results in an animation which users can agree with, disagree and share the results on their social platforms.

Beyond Verbal demonstrated its capabilities last year during IIeX, a market research conference with more than 500 attendees. The voice-reading app was downloaded by attendees and then used to measure their moods throughout the event.

“It was really useful to understand the ebbs and flows of emotional states throughout the day,” said Leonard Murphy, chief editor and principal consultant at GreenBook. “As event planners it made us step back and realize there were some things we could do structurally to the event to reinforce the positive and reduce the negative.”

Although Jaguar’s campaign was more for entertainment purposes than big data, implementing emotion-reading technology could make a serious impact on the structure of major events.