2013 was a huge year for Wimbledon, the England based event that makes up one of the year’s four, annual Grandslam tournaments. For the first time in over 70 years the tournament saw Andy Murray, a Brit, crowned the winner with the success so important and so overwhelming for the British public that it subsequently became the UK’s third most tweeted about event for the year. Indeed, in the weeks leading up to Murray v Djokovic final, over 6 million Wimbledon tweets were logged, making the sporting event a heavy hitter in the world of social media.
This year, the Wimbledon organisers will be purposefully utilising social media in a big way. Just one quirky fan event is the #WelcomeBackAndy project whereby anyone who tweets the official Wimbledon Twitter account (@Wimbledon) with the hashtag will be met with one of 5 digital photos of the talented Scot winning the tournament last year, each photo autographed and personalised with the tweeter’s handle. Meanwhile, they’ll also be owning the shareable aspect that so many sporting events have by teaming up with Grabyo to capture the highlights from the tournament (including celebrations and crowd reactions) and quickly post them on Twitter making for quickfire, instant sharing opportunities for those tuning into the tournament or those who are just happy to hear about Wimbledon’s best moments.
Sharing will certainly be great for Wimbledon’s viewership, but furthermore there are instances like a daily selfie competition that uses the famous Wimbledon queue to allow people at the event to enter for a chance to win prizes from the gift shop while Wimbledon watchers on Henman Hill (the hill at Wimbledon where visitors can go to watch the tournament if they aren’t lucky enough to get courtside tickets) can take part in polls that quiz both them and people at home on Twitter too.
While there’s certainly a fun element surrounding them, we have to consider just how the experience is being enhanced. None of these things are being used in an obvious marketing sort of way, although clearly that’s what they accomplish. The Wimbledon team have actively considered what their digital users (of which there are over 20 million) and visitors (around half a million) are already doing (taking selfies in the Wimbledon queue for example), honing them and holding them up to benefit themselves and their visitors in the long run. Ultimately the conversation may be about a powerful forehand or a backhand slice but what keeps the conversation alive is Wimbledon’s strong presence on social media.
Via The Telegraph.