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As we race towards the Wimbledon final this weekend, on court we've seen a couple of notable early exits, a sexism pay scandal and plenty of rain.

Using the Brandwatch social media monitoring tool, I've tracked the off court action to see how brands have fared across the tournament and how much social buzz their sponsorship cash has earned them. 

The line graph below charts each sponsor’s online chat since the tournament began. 

Wimbledon sponsor buzz from June 25th - July 4th 2012

History graph to show spikes in online chat surrounding sponsors 

Wimbledon brand buzz highlights:

Evian

A combination of Sharipova’s Road to Wimbledon viral video and Evian's Live Young VIP suite appearing to attract the largest number of celebrities for the first day earned them by far the highest spike in mentions for any brand sponsor. 

Sony: With the SonyExperience at centre court for the ‘ultimate 3-D tennis viewing’ in place, buzz from the other side of the pond surrounded their plans to broadcast the Wimbledon final at select theatres across Canada. Additional chat also came from a timely video blog revealing their list of best live tennis mobile apps.

HSBC 

Chat peaked on 27th as they pulled in Tim Henman to give out free strawberries and cream to HSBC customers in the queue, burying banks woes elsewhere. 

Lavazza

28th June saw Goran Ivanisevic drop into the Lavazza lounge, cue social media chaos.

Slazenger

On the morning of 30th June, Twitter was buzzing with morning after stories from Slazenger’s Wimbledon party. ‘Celebrity’ guests included Rochelle Wizeman (Saturdays), Jeremy Edwards (Hollyoaks), Emma Crosby (5 News) and Made in Chelsea stars. 

Rolex 

A viral of Roger Federer reminiscing over his beating Sampras at the championships set them up for initial buzz, but it was their TV ads between play showing a nostalgic look back on what makes Wimbledon great propelled which most of the chat. 

The Rolex clock on centre court was also a great source of social media interest. 

Ralph Lauren

The buzz surrounding Ralph Lauren was fairly constant across the first week where the ball boys and umpires of Wimbledon served as successful models for the brand with tennis fans admiring their outfits and asking each other where they could buy the clothes.

After the championships got underway, Ralph Lauren made a personal appearance creating another spike in mentions. 

Robinsons

Although Robinsons has been fairly quiet, relying mainly on its history with the tournament for mentions, the #robinsons hashtag has been one of the most widely used among simple brand names for sponsors.

Chat has surrounded speculation on the players’ refreshment choices as well as fans hashtagging their general Wimbledon commentary with #robinsons.

The overall leaderboard to date. 

Bar chart to show social buzz for Wimbledon brands

Looks like most of the promo has been taken care of with Evian close to double the buzz of any of its rivals. So all that's left for us to do is sit back with a Pimms and wait for the final. 

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Published 4 July, 2012 by Hannah Emanuel

Hannah Emanuel is PR Manager at Brandwatch and a contributor to Econsultancy.

3 more posts from this author

Comments (4)

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Leon

Am I missing something? The leading brand has amassed the grand total of 800 or so mentions on Twitter, Facebook etc. (is that what the figures measure?) since Wimbledon began?

over 4 years ago

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Hannah Emanuel, PR Manager at Brandwatch

Hi Leon, the graph highlights posts where the brand is mentioned in conjunction with Wimbledon rather than numbers of mentions for each brand. With that in mind, we get an indication on how brands measure up against each other with regards to Wimbledon rather than giving a definitive number of brand mentions.

over 4 years ago

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Jason

Even so, Leon has a point - it's interesting to consider what we identify as social 'buzz'.

Traditional media buzz would be measured in unprompted column inches or ad seconds - providing potentially millions of OTS. Without knowing the reach of each tweet, it's hard to make a meaningful comparison, but even Evian would have to have some seriously powerful followers to reach 'buzz' proportions.

Perhaps it's just interesting that we only have a very small vocabulary to describe levels of online traction... Hannah, how else do you describe it in your work?

over 4 years ago

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Hannah Emanuel, PR Manager at Brandwatch

Sorry Jason, missed this yesterday.

We look at various different metrics to score 'buzz' and influence, as you say is key. So although in this particular case we look at volume alongside relevance, we could look at the 'top tweeters' for each brand. This lists interactions in terms of influence and reach based on metrics including number of followers, Kred score and outreach.

We can also look at sentiment and page type (i.e where most of the interactions occur e.g Facebook, Twitter, blogs, forums etc)

over 4 years ago

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