In our weekly round up series, we’re taking a look at the Wimbledon 2015 Championship’s social media presence.
— Wimbledon (@Wimbledon) July 7, 2015
Wimbledon is synonymous with British summers, strawberries and cream, champagne and exciting lawn tennis.
There’s also the rain-delayed matches, serious sunburn and celeb-spotting. With the increasingly digital era tightening its grip on sporting events, second-screen opportunities are no exception in SW19.
The 2015 tournament got underway on June 29th.
Of the four ‘Grand Slam’ tournaments on the professional calendar, Wimbledon ranks highest for social media. It has more followers on social platforms than the French, U.S. and Australian Opens. The 2014 Men’s Final, between Djokovic and Federer, enjoyed over 585,000 related posts online.
Big brands are always keen to associate themselves with the tournament, too.
Official water suppliers Evian have owned the hashtag #Wimblewatch, sharing exclusive video content hosted by celebs and influencers during the Championships.
The All England Club’s first official car partner – Jaguar – has brought the exhilaration of the crowd to social with an array of gadgets and sensors. Heart rate and location data from wearable tech, combined with the crowd’s movement and volume, is analysed for the #FeelWimbledon campaign.
According to our social listening tech partners, Brandwatch, the Championships are being mentioned by thousands of people each hour.
This is in spite of the ban on selfie-sticks imposed at SW19.
As their social channels are dedicated to the tournament, especially during the fortnight in question, the majority of content showcases matches, crowds and behind-the-scenes exclusives.
The competition utilises its heritage, sharing older footage to rekindle nostalgia. The run up to June 29th included posts that built anticipation:
A photo posted by Wimbledon (@wimbledon) on
It’s no secret that engagement rates rise in corrolation with rich media. 34% of Wimbledon-related tweets have videos or images attached, more than the other three Grand Slams.
Last year’s tournament pioneered real-time videos from the matches themselves, accruing over 3.5 million views over the Championships.
This year, Roger Federer’s incredible trick-shot received over 4 million views in under 24 hours.
Each day’s highlights are being shared to the YouTube channel, as are daily insights from pundits and former players.
The All England Club knows it’s annual Championship will draw a crowd, without fail.
The savvy strategy they’ve implemented so well is to not settle for the half-a-million bums in seats, or the millions more watching on television/on-demand.
Instead, Wimbledon amplifies its reach with a wide range of rich content, across all of the largest social platforms.
With a combination of exclusive content, brand partnerships and innovative digital perks – like their intelligent hashtag – the tournament is making it’s mark on the social calendar.
Over To You
What do you think? Have you spotted a clever campaign?