When Wimbledon Went Social
Article from June 2015:
Wimbledon is served. The oldest tennis tournament in the world starts next week, and has turned its attention to social media to enhance the experience for consumers – both those in attendance and those watching from home. This is a shift away from previous years, where social was used mainly to share updates about the matches and scores.
The tournament will be making use of Twitter’s new real-time video streaming app, Periscope, to capture and transmit unique moments during the event.
Wimbledon will also be making use of Snapchat to connect with a younger audience – becoming one of the first brands to use custom Geofilters (location-specific photo filters). Users at the tournament will be invited to watch the Wimbledon Story on the Snapchat platform, and to then share their own snaps of the day.
Attendees will also be implored to use Instagram to share content using the #TakeYourSeat hashtag. These posts will be used to build a digital mosaic of Wimbledon Hill from fan pictures.
In its mission to connect with a younger set, Wimbledon has even embraced the emoji trend – look out for the strawberry icon next to the Wimbledon ‘hashflag’ on Twitter during the event.