It will not have passed your attention that Wimbledon is taking place right now.

If it wasn’t for all the Robinson’s squash adverts then certainly for the faint murmur of Cliff Richard’s vocal exercises as he spies a distant rain cloud in the sky.

This year is particularly notable for the venerable lawn tennis tournament as it has upped its social media game in earnest, utilising a few previously untested platforms and some innovative techniques.

Twitter

Wimbledon has been utilising Twitter’s new Auto Amplify video tool. This is basically a programmatic way for advertisers to sell pre-roll video ads against videos uploaded to Twitter as promoted tweets.

Here is Wimbledon’s first example of this, featuring Nicolas Mahut and John Inser’s mammoth three-day battle from 2000…

Throughout the tournament, Wimbledon has been uploading current game footage and interviews, which automatically play when you hover over the video on your timeline.

Twitter has also designed brand new emojis for Wimbledon, which automatically appear when you tweet #Wimbledon.

Serena Williams unveiled them all in Gif form in her tweet sent before the tournament began.

The emjois will change throughout the fortnight, encouraging people to continue using the hashtag, and experimenting to see what will appear next.

Today we’re on strawberries.

Vine

There’s massive scope for creating compelling content from live events on social video, especially if you vary the types of videos you’re making. 

Here Wimbledon has been working with short form video director Gwri Pennar on a regular series of compelling uploads from the competition.

There’s some nice scene-setting…

A peek into the emotional roller coaster that champions must prepare for…

Cracking time-lapse work…

and exclusive training footage.

Periscope

Brands are currently becoming very excited about live-streaming apps such as Periscope and Meerkat. 

A user can film anything that’s happening around them on their mobile phone, without any time limit or phone memory limitation and fellow users can log-in and watch your live stream. Engagement is created by viewers asking questions and commenting in real-time.

This is particularly of benefit to those wishing to promote a live event.

Wimbledon held a live walking tour with Roger Federer last week.

This was actually a very entertaining and interesting 17 minutes spent in the company of the player, and despite the obvious lack of quality and occasional wind interference it was a successful venture.

It should be noted that any live-streaming of the court action via these apps has in fact been banned by Wimbledon.

As well as the use of selfie sticks, mercifully.

Instagram

Wimbledon has a really impressive commitment to providing incredibly high quality, and varied, photography on Instagram. This is paying off in a huge amount of likes and comments for each one of its images.

It goes to show that its definitely worth investing in time, effort and quality control when it comes to Instagram.