Created by OgilvyOne London, the mobile application features location-aware visualisation technology, which will provide T-Mobile G1 users with a real-time guide and interactive maps of the 2009 tournament.
The software takes a live video feed from the handset's camera, and superimposes content and data associated with various points of interest around the Wimbledon ground into that video stream.
These points of interest include where each court is located, where the various food courts can be found, as well as all the latest travel information from the surrounding train stations and taxi ranks.
The software also includes a downloadable Twitter application, which will enable fans to receive real-time "Tweets" from players, commentators and a team of IBM scouts, as well as up-to-the-minute scores.
Rob McCowen, the marketing director for the All England Lawn Tennis Club, said: "I can see the incredible potential here to change the way people will engage with major sporting and other events both now and in the future, as the applications help address common challenges such as getting lost, encountering queues or momentarily missing some of the action."
Source: Brand Republic