For 10 days, the Australian Open has been taking the lead on Twitter after attracting much attention with the launch of a collection of special features and digital innovations in collaboration with the platform.
Indeed, to increase social engagement, the event’s organisation has rolled out one of the greatest social activations seen in the sporting world since the Rugby World Cup.
Check out how the Australian Open is using Twitter and converting itself into a top social event in the process.
#AusOpen 2016 dawns. Let's get this party started… pic.twitter.com/h4ITsLG7NC
— #AusOpen (@AustralianOpen) January 17, 2016
A great video usage
Video is taking over as the dominant force on social media, and the Australian Open is joining in with this movement providing a lot of videos each day as daily highlights.
Shared regularly and with a great variety of content, these vidoes allow Twitter users to be inside the tournament and to feel the atmosphere in Melbourne.
First, we have the shot of the day powered by tournament partner CPA Australia. Perfect for saying “Did you see that!?” the next day at work!
Woah! This cheeky angled backhand volley from Bernard Tomic wins our @cpaaustralia Shot of the Day #AusOpen pic.twitter.com/F8aRKzkpBz
— #AusOpen (@AustralianOpen) January 25, 2016
Second, players’ entrances and players’ interviews in real-time to immerse fans on the court.
Novak #Djokovic v Kei #Nishikori – are we gearing up for a long night? #AusOpen Watch more https://t.co/Ek545ZyE1J https://t.co/2HtMJwn5xj
— #AusOpen (@AustralianOpen) January 26, 2016
Novak Djokovic's on court interview after winning semi final #AusOpen https://t.co/T4CpsgG2Hx
— #AusOpen (@AustralianOpen) January 26, 2016
Then, some pretty cool video featuring stickers and other design elements to share players’ celebrations for example.
What does it take to celebrate like a pro?
We investigate…#ausopenhttps://t.co/DDy1DZcfz1
— #AusOpen (@AustralianOpen) January 26, 2016
Humour, a lot of humour
Throughout the event, the Australian Open social team uses a lot of humour to share great moments from the tournament and to interact with fans.
When one country like Canada couldn’t follow the event during the night despite Raonic’s crucial game, the official handle didn’t forget to announce the good news with a dedicated tweet for Canadians.
Good morning Canada! Guess what? Your man @milosraonic held off Wawrinka to reach the QF! https://t.co/zHyY4jVnCC pic.twitter.com/uKvLY7UkLQ
— #AusOpen (@AustralianOpen) January 25, 2016
It’s still funny as well to share crazy Australian fans in action live from the court.
Two big points get Tomic out of trouble late in the 3rd set and he holds for a 6-5 lead. These guys are happy… pic.twitter.com/e2eqKrB672
— #AusOpen (@AustralianOpen) January 25, 2016
Using emojis to describe a comical scenes: it’s so trendy and creative, we like it!
Argh nuts! 😳🎾😵 —> https://t.co/NGEwIASbZJ #ausopen pic.twitter.com/ipL17kBCHo
— #AusOpen (@AustralianOpen) January 26, 2016
— #AusOpen (@AustralianOpen) January 25, 2016
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👏@andy_murray #AusOpen pic.twitter.com/SFDEmGioQb— #AusOpen (@AustralianOpen) January 27, 2016
A real hashtag activation
Not one, not two, but five hashtags featuring emojis were launched on Twitter to celebrate the event. Each one has its own use. Joining the official tournament hashtag #AusOpen, and the #7Tennis one, rolled out in partnership with Australian sports media outlet 7Sport, the three others aim to increase fan engagement from the Open and across the world.
#AOSefie – dedicated to collect all selfies from fans present at the event to display them on a digital wall in the tournament’s village. The selfie is far from dead and has even become one of the biggest ways for brands and organisations to achieve engagement.
Huge thanks to @LACOSTE @lacosteAU @speedo amazing seats & what a match!! @AustralianOpen 🎾🎾 #AusOpen #AOSelfie pic.twitter.com/R77hLzDrNO
— Michael Jamieson (@mj88live) January 25, 2016
Wow the @AustralianOpen #AOSelfie mural looks great pic.twitter.com/XkUNLOIXW0
— NovakDjokovicFanClub (@NovakFanClub) January 21, 2016
#SleepIsForTheWeak – It’s difficult to follow a Grand Slam with the time difference. For people in America and in Europe it could be a bit hard to stay awake all the night to follow matches in Melbourne. In order to motivate fans across the world, the Open launched this special hashtag, much appreciated by users!
https://twitter.com/tennisreacts/status/688782223579938816
https://twitter.com/amdymurray/status/688886262460207104
East Coast, you still awake? #SleepIsForTheWeak
— Caroline Cameron (@SNCaroline) January 25, 2016
#HewBeauty – A hashtag dedicated to the Australian tennis legend Lleyton Hewitt, who played his 20th and final Australian Open. Lleyton Hewitt is the first Aussie sportsperson to have a Twitter emoji made especially for him. A good way to say good bye.
Very cool @AustralianOpen 👍 #HewBeauty #AusOpen https://t.co/uABbZFruDO
— Lleyton Hewitt (@lleytonhewitt) January 15, 2016
Thank you @lleytonhewitt you legend. It's been a pleasure watching you at #ausopen every year. #HewBeauty @7tennis pic.twitter.com/bXkzSq59GV
— AUS Olympic Team (@AUSOlympicTeam) January 21, 2016
The final walk…#HewBeauty #AusOpen pic.twitter.com/3S4OfdaUEV
— #AusOpen (@AustralianOpen) January 21, 2016
New digital activations
The Australian Open has innovated this year with new digital activations to provide more content and share what happens in Melbourne.
One of these is an important use of Twitter-owned platform Periscope – the organisation has launched a Periscope racket for players to broadcast live Q&As and take fans behind the scenes in real-time. As a nod, hearts are changed to tennis balls on the platform in Australian Open’s broadcasts.
20 MINUTES until @BeckAnnika joins us LIVE on Periscope – get your questions in using #AskBeck #AusOpen pic.twitter.com/JCtUf6C9J9
— #AusOpen (@AustralianOpen) January 23, 2016
Amazing! Periscope hearts change to tennis racquets during #AusOpen broadcasts 👊🏼 pic.twitter.com/DHZ6GL3iZl
— Jonno Simpson (@JonnoSimpson) January 18, 2016
Twitter billboards – Across Australia, the latest tweets from the Open are also displayed on more than 40 digital billboards in order to share the event with all the country in real-time.
How good does your #AOSelfie look on a massive Sydney digital billboard, @MoniHorny? pic.twitter.com/BfkfyJIPNV
— Jonno Simpson (@JonnoSimpson) January 20, 2016
Interaction with players
Players are now more and more connected on social platforms. The Australian Open doesn’t hesitate to interact with them and share their experience and feelings, their everyday lives or using quotes, including their personal handle.
This lends the tournament an intimate feel and shows a good atmosphere inside the tournament.
See you next year @tsonga7! https://t.co/a2pWPZ0jxu
— #AusOpen (@AustralianOpen) January 27, 2016
Meet & greet time for @DjokerNole & his fans. 🇷🇸🎾🖊 #ausopen pic.twitter.com/JFgaYYH7ui
— #AusOpen (@AustralianOpen) January 26, 2016
.@rogerfederer will take some important coaching advice from his daughters into today's Berdych clash 😉 #AusOpen pic.twitter.com/gUsVCLbrcG
— #AusOpen (@AustralianOpen) January 25, 2016