The Weather Network Brings Spring to Toronto via Tulip Billboard
Thinking outside of the box on traditional advertising, downtown Toronto residents got a “whiff” of spring this morning on their commute thanks to The Weather Network.
The billboard, located on the corner of Front St. W. and Simcoe St., featured 10,000 tulips and commuters were encouraged to grab some for themselves to “take a piece of spring with them.”
“We know that spring is one of the most anticipated seasons in Canada; it’s the light at the end of the long, dark winter tunnel,” said Amanda Ploughman, Chief Marketing Officer at The Weather Network. “The motivation for our flower billboard is not only to bring awareness of our Spring Outlook broadcast, but also to help put Torontonians in the spring frame-of-mind a bit earlier this year.”
Advertising its Spring Outlook, which starts tonight at 9 pm, the billboard is a good example of a unique way to reach residents through interactivity and the promotion of eye-catching awareness.
Despite The Weather Network’s reports of a lingering winter in many parts of Canada that has kept a stronger hold on the nation than in comparison to last year, the network will report on weather to come in its Spring Outlook, “a look-ahead put together by its team of seasons meteorologists.”
“Available on TV, our website and all mobile platforms, the Spring Outlook will be your guide to what the sweetest season has to offer -- when it finally gets going,” said the Weather Network.
How AWS helps NASCAR delight its fans
AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”
AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”
Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”
Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”
Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”