News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
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.
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.
- What Twitter's roll-out of Periscope ads means for digital brands
- Ad Roundup: Tools to connect shoppers
- Top 3 tips for B2B brands to harness purchasing power
- Channel 4 video-on-demand ads address viewer by name
- IAB: 2016 Internet ad spend breaks records
- Marketers say their role is to collect, not analyze, customer data
- Two-thirds of US, UK consumers worried about how brands use personal data
- Study: Marketers overwhelmed with data
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...