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To make the most of Wimbledon’s drama, this year brands applied new rules to their tennis inspired marketing efforts. 

Here some examples from brands like Jaguar, Robinsons, Stella Artois, Evian and Paddy Power.

No matter if you watch it at home, at work or on the court, brands are there to celebrate tennis’s golden moments with you through the use of content, cutting-edge technology and agile social marketing. 

Jaguar tests technology for real-time sentiment discovery 

To find Wimbledon’s hotspots, Jaguar Land Rover has introduced biometric trackers designed to track, measure and record the crowd’s emotions during Wimbledon 2015. 

To understand how real-time events influence audience, Jaguar, first time official car sponsor of Wimbledon, used a mixture of the latest technology and sociometric tracking.  

Each day 20 fans were given biometric wristbands which monitored the wearer’s heart rate and excitement.

Noise and crowd movement, ‘sociometric’ data generated from engagement on social media, were measured by atmospheric sensors. Those were placed around the venue with an aim to detect changes in relation to events happening on the court during tournaments.  

 

The information provided by users, from pulse in real-time, mood and excitement level, mixed with various activities on social media, became part of live data visualisations gathered on Jaguar’s microsite.

The discovered sentiment and other insights were shared on Jaguar’s social media with the use of #FeelWimbledon hashtag which fans unable to attend the event were able to use to get involved in the Wimbledon’s spirit and join those in the stands. 

Robinsons’s treasure hunt 

 To draw attention of a wide range of younger tennis fans, Robinsons launched a multi-channel campaign '80 Years at Wimbledon'. 

Using the power of short video and animated GIFs the brand grew excitement to the launch of Wimbledon with 'The Great Robinsons Ball Hunt'.

Followers on Twitter were asked to discover locations of giant tennis balls hidden across the country for a chance to win prizes from tennis merchandise to VIP tickets to The Championships.

Everyday, s series of clues and teasers were revealed on the company’s Twitter encouraging others to join in. The hunt was endorsed with the appearance of British number one tennis player, Tim Henman, who became the ‘face’ of the campaign and presented clues on Twitter while asking the public to find the balls and tweet a picture of them. 

This rather simple idea became a great way of building up anticipation for a major sporting event while the competitive angle encouraged fans to become more involved in the hunt.

For some, it was also a chance to be closer to an experience they always dreamed about and swap the TV screen for the actual court. 

Stella Artois virtual reality experience 

This year Stella Artois brought again something rather new to Wimbledon by taking inspiration from legendary hawk Rufus, who helps keep pigeons away from Wimbledon’s grounds.

To allow tennis fans to get a bird’s eye view of Wimbledon’s court, the brand introduced 'The Perfect Flight’' virtual reality (VR) app.

With the use of Google Cardboard, Oculus Rift and 360° technology, Stella Artois created an immersive experience which gives tennis enthusiasts the chance to admire London’s Waterloo Station in a 360 degree video from above the courts.

Using the app, available on iTunes, Google Play Store and cardboard googles, users can fly like Rufus from the comfort of their living room while admiring Wimbledon's iconic sights.  

The VR kit which enables the app to work on smartphone was up for grabs on Stella Artois’s Twitter. In order to win it, the brand asked for retweets reaching in total 1,845.

If you scroll over Stella Artois’s social media you will be able to discover other giveaways from cider hampers, Cidre Le Poolwear, to Wimbledon accessory set giveaway’s. 

Evian’s celebrity content series aimed at raising emotions 

To empower tennis enthusiasts’ to share their emotions from this year’s Wimbledon, Evian boosted these efforts with daily video series hosted by celebrities, bloggers and tennis fans which express their reactions to the events on Wimbledon’s court.

Every morning a show recorded at the brand’s onsite ‘Live Young Suite’ is released on Wimbledon’s website while mobile users can access them using Shazam’s new visual recognition feature available on Evian’s print adverts.  

Using the power of social media, Evian is encouraging fans to show their Wimbledon reactions on Twitter and Instagram with the use of #wimbledonwatch hashtag with a promise of making the most engaging ones into a video leading up to the finalists.

By merging fan emotions with the potential of getting some of the Wimbledon limelight, the brand hopes to unite closer fans at home with those on the court while driving genuine examples of the sport’s excitement. 

Creating ‘Live Young Suite’ and filming celebrity comments from Wimbledon’s daily events allowed the brand to tap into the power of influencer endorsement while expanding the campaign's reach through celebrity recognition. 

Paddy Power supports mischief at Wimbledon’s ups and downs  

In this crowded space where brands try to steal the limelight from Wimbledon’s fever, Paddy Power differentiated itself by bringing a mixture of humor and sarcasm. Starting with 'Paddy Power’s creepy Wimbledon quiz', using Vine to have a laugh from from TV presenters, to posting updates on Facebook like this one:

Nick Kyrgios, just like the rest of us, can't be arsed with work on a Monday morning’

(This generated 268,651 views and 5,290 people likes).

is the best proof that some brands don't need high tech solutions or fancy campaigns in order to engage its audience. What works for them is staying original to their branded personality with cheekiness and reactivity in messaging. 

Expanding the reach of real-time campaigns  

Every year, to enhance Wimbledon’s spectator experience, brands work on their real-time marketing proposition to deliver campaigns which can help them own this unforgettable moment.

But in order to make it work, they have to earn tennis enthusiasts’ attention with useful, relevant and entertaining experience. 

There’s going to be a lot of pressure to succeed at Wimbledon 2016 with real-time campaigns and solutions that can hit people with the right emotions and energy while reflecting the mood of the game.

By getting it right, brands are able to gain some significant benefits but achieving them will be only possible by merging together technology, content and social media.

Kasia Piekut

Published 14 July, 2015 by Kasia Piekut

Kasia Piekut is Social Media Specialist at White.net and a contributor to Econsultancy. You can follow Kasia on Twitter, Google Plus, LinkedIn or Instagram

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