Tuesday, July 14, 2015
Arguably one of the biggest sporting occasions in the world, Wimbledon came to a scintillating conclusion on Sunday, as Novak Djokovic triumphed over the evergreen Roger Federer in 4 sets.
But Wimbledon isn’t only acing it – as it always has done – when it comes to output on traditional media (let’s ignore the ill-fated Wimbledon 2Day). For a few years now, and particularly on Twitter, Wimbledon has been upping its game on social media.
This year, Wimbledon generated a staggering 8 billion Twitter impressions. A result, perhaps, of the tournament’s diversification into Twitter-owned platforms Periscope and Vine.
But how did this exploration of new platforms and techniques manifest itself on social media?
And how did the biggest tournament in tennis continue to engage its ever-expanding audience across Twitter, it’s native social media platform?
The most tweeted about moments of the tournament were in the final, specifically the moment Roger Federer broke to level up the match in the second set, followed by Djokovic’s subsequent victory over the 7-time winner.
Throughout the tournament, the Wimbledon Twitter account has been busy posting high quality content in the form of videos and images of memorable moments. It’s been a social media effort made to impress.
— Wimbledon (@Wimbledon) July 12, 2015
— Wimbledon (@Wimbledon) July 12, 2015
The burgeoning popularity of emojis wasn’t forgotten either, with Twitter itself experimenting with different hashtags automagically transforming into Wimbledon inspired images to encourage engagement.
There’s a lot of buzz around live streaming apps such as Periscope and Meerkat at the moment, as brands attempt to zone in on effective ways they can use the platforms to promote their products.
Though use of the app was banned from use on court, Wimbledon capitalised on the pre-tournament build up with a 17-minute walk around the grounds with Roger Federer.
— Roger Federer (@rogerfederer) June 25, 2015
Though experimental and not of the highest quality, this venture into live streaming by Wimbledon highlights ways in which this software can be used to effectively promote live events.
This year, Wimbledon used Vine in a number of compelling ways, including memorable footage from old tournaments and new footage from many of the most popular Vine influencers in the UK.
But the most interesting use of Vine came out of a 14-part collaboration between the tournament and short form video director, Gwri Pennar. This series of videos, published on the @Wimbledon Twitter account offered 14 different, unique, perspectives of the tournament.
— Wimbledon (@Wimbledon) July 8, 2015
All of this buzz generated about one event isn’t only good news for the tournament itself, but also for its sponsors. Sponsors pay big money to be associated with events like Wimbledon, and for good reason.
This year was, of course, no different as Wimbledon’s sponsors looked to capitalise on social media interaction in unique and interesting ways.
And no one had a more unique approach than Jaguar.
During the tournament, Jaguar sought to capture and measure the emotions of the crowd on every one of Wimbledon’s 14 days.
To do this, the famous car brand supplied 20 spectators with biometric sensors which, in combination with atmospheric and sociometric sensors, measured heartbeat, movement, heat and Twitter trends.
This information was then interpreted in real time and displayed visually as a ‘Live Feeling’.
Findings were then shared across social media – Twitter, Instagram – alongside the #FeelWimbledon hashtag, enabling fans to get involved on an emotional level with what was happening in the crowd.
While Wimbledon has only just finished, attention will start to turn towards next year’s tournament.
And if we were to predict one thing, it’d be that Wimbledon and its associated brands will look to capitalise on social media – particularly in the real time – more than ever. It’ll be interesting to see what part Instagram, with its new search and explore announcement, will play.
How long it will be before organisers strap a heart rate monitor to Rufus – Wimbledon’s very own hawk – is anyone’s guess. But it’s not difficult to image how popular that sort of immersion with the biggest tennis tournament on the planet could be.
Categories: Social Media News