Google has launched its latest marketing campaign, 'Courtside Magic,' at the Australian Open 2025, showcasing the company's innovative Google Pixel features. Leading this exciting effort is Australian tennis legend Mark Philippoussis, participating not just as the face of the campaign but also demonstrating how Google technology can create meaningful experiences.
The campaign officially kicked off over the weekend and is part of Google's continuous partnership with Tennis Australia, now entering its second year. It encompasses various media formats including television advertisements, out-of-home marketing, social media engagements, and immersive on-site activations. This multi-faceted campaign, created collaboratively by Google, Nine, JCDecaux, oOh! Media, EssenceMediacom, 72andSunny, and Sense Group, seeks to captivate and engage tennis fans attending or following the tournament.
The focal point of the campaign is the Google Pixel Studio, an immersive two-story activation space where fans can leverage Pixel's impressive AI camera capabilities, including the 'Best Take' feature. This allows fans to capture the optimal group photos by blending similar images. Emma Dodd, head of devices and services marketing for Google AUNZ, emphasized how the Australian Open is not just about tennis but also about connecting with the cultural heart of Australia.
“The AO is such an iconic, cultural moment in Australia, so this year we’ve built our campaign to follow the fans across their journeys of the AO. By doing so, we’re able to add some magic to their experience on TV, in the streets, at the precinct, and on their phones,” said Dodd.
Philipoussis, famous for his powerful serves and charismatic presence on the court, showcases Google Pixel’s innovative Circle to Search feature, aimed at revolutionizing the way users find information through visual searches. With just the simple act of circling an image, users can access information even if they cannot describe it adequately. This kind of intuitive technology aligns with Google's objective of empowering users through practical and helpful features.
Roddy Campbell, director of partnerships and international business at Tennis Australia, noted the infectious excitement generated last year during their inaugural partnership. He shared, “We’re excited to work with Google Pixel to push the boundaries again this year by creating rich behind-the-scenes content and a new eye-catching Google Pixel activation at ‘the Village,’ which fans are loving already at AO25.”
Notably, this collaboration also aims to capture the raw emotions and spirited environment of the event, utilizing creator-led content on social media platforms to share the excitement of the tournament with fans who could not attend. Dan Collier-Hill, brand partnerships lead for APAC at EssenceMediacom, pointed out the campaign's strategic intent to interweave Google Pixel’s identity with the true magic of the Australian Open.
“Building on the success of last year’s breakthrough idea around BTS social content, we’re really excited to evolve it and bring together global talent, local influencers, and broadcast to uplift how fans create and experience moments of magic throughout the tournament,” he stated.
The campaign strategically frames Google Pixel as not just the Official Smartphone and Camera of the Australian Open but also as the enabler of fan enjoyment and engagement. Ross Berthinussen, president ANZ at 72andSunny, commented on the power of sport to connect with Australians and how it embodies the essence of the campaign, discussing how it was crafted to provide maximum visibility across the AO experience.
“Sport is such a powerful way to connect with Australians and build brand associations. It was great to collaborate with the team to design strategically and creatively how Pixel could show up across the AO experience, from courtside to activations, as well as in advertising,” he noted.
The partnership has led to cross-channel content, effectively balancing live and non-live feeds across social media, television, BVOD, and outdoor advertising. With record attendance expected at AO 2025, Google continues to focus on ensuring its presence is felt at every level, from on-court performances to off-court engagements.
Mark Bennedick, director at Sense, expressed pride over creating something unique for the Pixel brand. “We’ve never created anything as unique for Pixel. The Google Pixel Studio is amazing for fans to play, learn, and create their own special memories of the AO using their devices,” he mentioned.
With such ambitions driving the 'Courtside Magic' campaign, it’s clear Google Pixel aims not only to highlight its exceptional features but also to resonate with fans and strengthen its brand presence through the culturally significant Australian Open.