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BizReport : Social Marketing : June 26, 2014

Wimbledon serves up social for 2014 tournament

Wimbledon is putting the ball firmly in the hands of its social media audience this year with a comprehensive Twitter campaign to drive engagement and manage the hoards of fans that are attending or watching via digital media.

by Helen Leggatt

Last year the world-famous two-week tennis tournament at Wimbledon generated 6.6 million Tweets with Andy Murray's victory the third most-Tweeted moment of the entire year. With almost two-thirds of Twitter users in the UK planning to either attend the sporting event or follow it on television or online, Wimbledon have decided to boost engagement with live replays and audience reactions being provided on Twitter.

"Only half a million people get to come to Wimbledon, whereas we have a digital audience of over 20 million, so it's about making our digital channels the next best thing to being here," Alexandra Willis, content and communications manager at Wimbledon, told U.K. newspaper The Telegraph. "Ultimately people who are Tweeting are going to Tweet anyway, and we don't want to discourage that. But if they're going to do it, we'd like them to engage in it with us."

As part of their social campaign, Wimbledon is encouraging fans to share in the excitement of Andy Murray's return to defend his singles championship. By Tweeting to @Wimbledon the hashtag #WelcomeBackAndy fans will earn themselves an autographed digital photo of Murray's win last year.

Wimbledon has also installed the 'Twitter Mirror' alongside where fans queue to enter the grounds. The 'magic mirror' will allow fans to pose for a selfie and take part in the #selfie competition to win official Wimbledon merchandise. Last year the 'Twitter Mirror' was used at Wimbledon for the first time but was only available for players to use.

One place where you won't find Twitter distractions is within the hallowed ground of the Center Court where, say Wimbledon officials, they don't want to distract the audience from the game. Instead, the huge screen that overlooks the famous 'Henman Hill' will be the social hub of Wimbledon featuring live Twitter votes and interactive polls.

Tags: social, sport, tennis, Twitter, Wimbledon

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