Wimbledon started just 3 days ago and brands are already active on social media to roll out their campaigns during the tournament.
An event such as a Grand Slam is a crucial opportunity for brands to take advantage of fans and consumers on all social platforms, especially for the tournament’s official sponsors.
We’ve had a look at the different digital activations launched by brand partners across social media.
Robinsons challenges dancers
We start with Robinsons which celebrate their partnership with Wimbledon as the official soft drink. They’ve invited Ashley, Jordan and Perri from the famous London-based dance troupe Diversity to go behind the scenes at Wimbledon. They were faced with different challenges on the courts whether it is as line markers, ball boys or players. To boost the campaign and drive engagement, Robinsons encourage people to share their real taste of Wimbledon with the hashtag #TasteofWimbledon on Twitter or Facebook to win VIP tickets to the Ladies’ Final.
For a chance to win VIP Ladies’ Final tickets, share your #TasteofWimbledon picture. T&Cs https://t.co/Xjhx2JwaRIhttps://t.co/GZJWD4YEoM
— Robinsons (@DrinkRobinsons) June 27, 2016
HSBC offers Wimbledon moments
Official Bank partner of the tournament, HSBC is already present at the grounds with a HSBC Fan Zone on site throughout the championships. But by using their HSBC Sport Twitter account, HSBC is bringing Wimbledon moments to more fans, including the Play of the Day.
Nick Kyrgios conjures up some magic in this @HSBC_Sport Play of the Day… #Wimbledonhttps://t.co/cwHYGiZJhJ
— Wimbledon (@Wimbledon) June 28, 2016
Evian’s diversified activations
Out of all the partners involved, Evian is maybe the most active. Firstly, Evian is rolling out a video series of celebrities watching a tennis match on the WimbleWatch sofa and at the end of the video, they play each other at table tennis. Tennis fans vote on Twitter which celebrity they think will win the game of ‘Celebrity Match Point’ shown on WimbleWatch. The tweet has to be sent to Evian Twitter account and includes #wimblewatch as well as the hashtag associated with the celebrity they wish to vote for.
Pick your #wimblewatch Champion by 4pm and you could #WIN @wimbledon tickets Ts&Cs: https://t.co/BISeaLq5pB https://t.co/5utTUCxp1H
— evian (@evianwater) June 30, 2016
Furthermore, at the beginning of the month, Wimbledon inked a three-year deal with the Snapchat Live section for the U.K. Snapchat and Evian have created a funny filter for the tournament where fans can enjoy being a Grand Slam champion. It is great way to increase interaction and engagement with fans.
Lavazza plays simple
Official Coffee partner, Lavazza encourages fans to be as active and creative as possible, they have to share a photo of their Ritazza coffee on Twitter using the hashtag #LavazzaServe to win prizes from the company. In another contest, the Italian brand invites fans to join the stand and have a personalized coffee, share it again on Twitter and have more chances to win tickets for the Finals. The activation looks small in comparison with the other sponsors, but Lavazza uses a very common and efficient method to encourage fans to interact
Share a ???? of your @CRitazza coffee using #LavazzaServe for a chance to win! #Wimbledon pic.twitter.com/B2rwHDRlwn
— Lavazza UK (@LavazzaUK) June 29, 2016
Join us in #TheQueue for coffee topped with a #Wimbledon selfie, then share with #MoreToTaste for a chance to win. pic.twitter.com/98mSGqqhkW
— Lavazza UK (@LavazzaUK) June 29, 2016
Find us in #TheQueue and we’ll whip you up a personalised coffee, like we did with @cathyruthi‘s #Wimbledon selfie. pic.twitter.com/6WzWJ0uk51
— Lavazza UK (@LavazzaUK) June 28, 2016
Feel Wimbledon with Jaguar
Jaguar is using its Wimbledon sponsorship to offer tennis fans a behind-the-scene experience with Andy Murray. In the first video, you see the Scottish superstar on centre court. The YouTube series is composed of several episodes and in the latest one, you can see the relaxed side of Andy Murray outside of the court accompanied by comedian Jimmy Carr.
