Best Use of Social Media for Sports

← Go back to category
6th Annual Shorty Industry Awards Finalist

Wimbledon

Produced by:

Wimbledon

Date submitted:

Dec. 20, 2013

Share:

Visit site →

Team members: Alexandra Willis - Content Manager, James Ralley - Marketing Manager

About this entry

A tournament of unprecedented upsets and intrigue, the Wimbledon social media platforms ensured that Wimbledon fans didn't miss a moment, informing, engaging and driving the social conversation in one of the most talked about tennis tournaments in history.

With a dedicated content strategy for each platform, alongside promotional partnerships with the platforms themselves, Wimbledon effected a 24/7 approach to put Wimbledon's channels at the heart of the social conversation, combining must-have content - scores, statistics and photos - with exclusive content ranging from Q&As with Andy Murray and Boris Becker to footage shot with Google glass and a live video channel, Live @ Wimbledon, on YouTube.

Since the start of Wimbledon 2013, the Wimbledon Facebook audience has grown by 45.45%, Twitter by 60%, YouTube by 1,200 %, Google+ by 13,900% and Instagram by 800%. As a result, the thrilling events of Wimbledon 2013 were echoed across the global social media community.

The following video summarises the vast achievements of Wimbledon's social media platforms in 2013.


The case for why this entry should win a Shorty

Campaign Objectives
• Put Wimbledon at the forefront of social media conversation
• Grow reach and engagement across platforms year-round
• Form direct relationships with social media platforms
• Maximise the capabilities of each platform
• Collaborate with media partners on harnessing Wimbledon conversation
• Promote commercial content for investment return

Campaign Execution
• Holistic content strategy tailored to each platform with dedicated teams delivering conversation, scores, stats, photos, live video, videos, polls, Q&As and more on Facebook, Twitter, Google +, YouTube, Instagram, Pinterest, Vine, Sina Weibo, Tencent Weibo and Weixin.

• Partnerships with social media platforms to create exclusive content:
o Twitter mirror with the players
o Google+ #shotoftheday photo competition
o Facebook daily poll and daily insights
o Facebook Q&As with players
o Instagram video Q&As with players
o Live @ Wimbledon live stream on YouTube
o YouTube video shot using Google glass at Wimbledon
o Featured on Twitter blog
o Featured on Instagram blog
o Featured on Pinterest blog
o Promotion in Facebook Newsroom

• Twitter sentiment built into IBM SlamTracker, tracking in-match player sentiment and 'social leaderboard at onsite 3D printing booth

• Collaborations with BBC and ESPN social media teams on hashtags, and promotion of insights and content

Campaign Results
• Wimbledon 2013 was one of the most social sporting events of the year. The peak tweets-per-minute surpassed 120,000, the highest since the 116,000 at London 2012, and Murray's win was the most talked about topic on Facebook in the UK in 2013.

• Significant growth in Wimbledon social media community:
o Facebook: 1.1m to c.1.6m likes. Total daily reach of 69m. c.29 million Wimbledon-related interactions during the tournament.
o Twitter: 500,000 to c. 850,000 followers. 6m Wimbledon-related tweets during the tournament.
o Instagram: 10,000 to 90,000 followers
o Google+: 5,000 to 700,000 +1s
o YouTube: 5,000 to 65,0000 subscribers. 40% of live views, 6m on demand views during the tournament.
o Sina Weibo, Tencent Weibo & Weixin: 300,000 followers

• Exclusive Google glass footage, Wimbledon-themed Jamie Oliver recipe, Q&As with Murray, Lisicki, and more.

• Content and insights from collaboration with platforms used by Wimbledon, the BBC and ESPN.

blog comments powered by Disqus