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Australian Open: A Twitter Activation


Adrien Danjou - 27th January 2016 - 0 comments

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.

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!

Second, players’ entrances and players’ interviews in real-time to immerse fans on the court.

Then, some pretty cool video featuring stickers and other design elements to share players’ celebrations for example.

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.

It’s still funny as well to share crazy Australian fans in action live from the court.

Using emojis to describe a comical scenes: it’s so trendy and creative, we like it!

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.

#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

#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.

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.

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.

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.

Author avatar

Adrien Danjou

Adrien is a French social media intern at Snack Media, and is a regular contributor to the blog. Follow him on Twitter: @Adrien_DH

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