Five Creative Digital Activations At Wimbledon
Sarah Harmening and Chelsea Realon 11 July, 2016 at 05:07
The Championships, Wimbledon is the oldest and most prestigious tennis tournament in the world. It is bound by time-honored traditions such as the all-white dress code, the royal attendance and the delightful strawberries and cream. The tournament organizers place the focus strictly on the tennis and call for restrictions of on-location advertising, forcing marketers to use innovative techniques to connect with fans. So, while Andy Murray and Serena Williams scored points on the court, big-name brands served up digital flare.
Twitter used Wimbledon to conduct its first broadcast in high definition in partnership with ESPN. The coverage provided an early look at how Twitter may treat NFL Thursday Night Football games this fall after signing a $10 million livestreaming rights deal with the league.
Jaguar created an immersive Wimbledon VR experience featuring brand ambassador, Andy Murray. The initiative was part of the brand’s #FeelWimbledon campaign and took fans on an emotive journey across a completely recreated All-England Club. Jaguar set up VR installations at London’s Waterloo Station and distributed Jaguar-branded Google Cardboard kits to commuters.
The Häagen-Dazs UK Instagram handle filled its feed with Wimbledon fans. The campaign #LoseYourself featured photos and videos of fans reacting to the games while also occasionally enjoying a sweet treat. Häagen-Dazs also created a branded Snapchat geofilter.
Photo via https://www.instagram.com/haagendazsuk/
Additionally IBM’s AI, Watson, was given the job of managing social media traffic during the event, while also analyzing trends. Watson’s learning capabilities allow it to predict where the online conversation will go before it starts trending on Twitter.
Image via www.ibm.com
Evian refreshed its award winning microsite #wimblewatch. The site featured short daily episodes featuring celebrities talking about all things Wimbledon: the food, the clothes, the people and, of course, the tennis.
What was your favorite ad during the tournament? Tell us in the comments below!