Throughout this year’s tournament, Wimbledon used a range of digital sources to communicate with followers. They maintained constant updates on Facebook and Twitter, used Live-stream technology and produced the Wimbledon app which gave commentary, scores and fixtures providing for a great on demand application.
Infographics
Wimbledon used a range of different infographic templates throughout the course of the competition. These included head-to-heads, players stats as well as quotes. Posting infographics on social media is a creative way to build knowledge and awareness around upcoming games. Posts which included an infographic received high engagement, whether this was through retweets, likes or comments. The ability to provide interesting facts on athletes is a sure way to spark a conversation by fans, therefore this meant that interaction on infographics was higher than other imagery.
Three hours to go…#Wimbledon pic.twitter.com/ezDh23s8gP
— Wimbledon (@Wimbledon) July 15, 2017
Behind the scenes photos and videos
Behind the scenes shots were used avidly on Wimbledon’s social media this year. Photos and videos included the grounds staff getting the courts ready, ball boys and girls getting briefed, athletes warming up for their games, all the way to after party pictures from the champions dinner. Behind the scenes photos are the perfect way to build anticipation for matches coming up. These also help build recognition around what is involved in producing a tournament like Wimbledon, and how many event organisers were working continuously to get the competition running on time and without a hitch.
https://www.facebook.com/wimbledon/photos/a.94472193731.87058.15690358731/10154957755098732/?type=3&theater
Fan content
Wimbledon attracts millions of fans each year with many queuing from early morning for the chance to get tickets. One of the best aspects on social media this year was fan videos. Whether these were watching on Henman Hill or in the stands, it shows the audience reaction to their favourite players winning or losing their match.
One of the best fan moments of this year, if not one of the top moments of the whole competition came in the invitation doubles match when Clijsters invited a heckler from the crowd to return her serve. Not to break the rules, the Irish man was given one of her skirts and jumpers to fit in with the dress code. Not only did this make for great viewing it also created one of the most comical experiences of the whole tournament. Players interacting with fans always produces great content and engaging posts. Putting this into perspective, the video of this moment which was posted on to Twitter received 27,290 total engagement which includes retweets, likes and comments. This is more than the video of Garbiñe Muguruza’s winning moment in the women’s singles final, which only received a total interaction of 12,927.
"That's a man. In a skirt. Trying to return Kim Clijsters' serve"
Always expect the unexpected in the invitation doubles…#Wimbledon pic.twitter.com/lsArQJe4Rg
— Wimbledon (@Wimbledon) July 14, 2017
Previews and roundups
On each day of the tournament’s action, a video preview or summary reel was produced. These included the bests shots, highlights of outstanding games, and the top points won on the day. These were the perfect way to summarise the action for those who have not been able to watch the full coverage. They led to a high engagement with fans and built interest towards the next day’s action.
Another day, another selection of shots to savour…#Wimbledon pic.twitter.com/aNGRovXt9S
— Wimbledon (@Wimbledon) July 11, 2017
