To mark its eighth year as the tournament’s official water, Evian has launched #wimblewatch, a daily content series hosted by celebrities, bloggers and fans showing reactions to the Championships.
The show will be released every morning on wimbledon.com, while fans who use Shazam’s new visual recognition feature on the brand’s print adverts will be taken to the mobile site.
Evian is also asking fans to share their reactions to each day’s events on Twitter or Instagram with the hashtag #wimblewatch, with the best ones to be made into online video leading up to the finals.
Sarah Dossett, head of marketing at Danone Water UK & Ireland, told Marketing Week that the “daily, reactive nature of #wimblewatch is totally new for us on this scale”.
“Brand owners need to drive relevance to engage with consumers and that means providing them with something a lot deeper than traditional brand advertising,” she said.
“Great brands are great content creators – they provide something that consumers want to see, share and connect with which can build a deeper relationship with the brand.”
The brand’s outdoor tennis-themed Baby and Me ads starring Maria Sharapova will take over Wimbledon station during the tournament. It will also launch a series of limited edition bottles featuring tennis-related words.
Jaguar, which became the first official car partner of Wimbledon in April, is using innovative technology for its #FeelWimbledon campaign in an effort to capture the emotions of the tournament.
The brand will measure crowd energy and reactions through atmospheric sensors measuring crowd movement and audio levels on the ground, wearable wristbands that capture heart rate, movement and location, and global social media tracking of Facebook, Twitter and Instagram.
It will then share the data in the form of images and videos in real-time on social and on feedwimbledon.co.uk.
The brand will also supply 170 vehicles to tournament operators.
Laura Schwab, UK marketing director at Jaguar Land Rover, said: “Wimbledon evokes lots of emotions and captures our imaginations in so many different ways, so we’re very excited to celebrate what makes Wimbledon so special through our #FeelWimbledon campaign.
“With 500,000 people attending Wimbledon this year, it provides Jaguar with incredible exposure in London, and a fantastic platform to showcase our products, especially the Jaguar XE.”
The Italian brand, which claims it serves roughly one million cups of coffee at the tournament each year, is recruiting ambassadors Caroline Wozniacki, Judy Murray and Toni Nadal to celebrate its fifth year as the official coffee of Wimbledon.
The trio will serve espressos, cappuccinos and a new cold brew coffee offering to the famous queue on 1 July in an effort to promote the “Lavazza coffee break” as a vital feature of the tournament not unlike strawberries and cream or champagne.
Fans can also enter a social media contest to win a coffee break with women’s world number five Wozniacki at the US Open by tweeting #moretotaste and convincing her why she should pick them.
Having announced it will extend its partnership to provide tennis balls to Wimbledon for a further four tournaments, Slazenger, the Championship’s official ball supplier, can boast that it has the longest standing sport partnership ever of 116 years.
Slazenger will provide canvas, umpire chairs, nets and the “Tour Core” tennis balls for The Championships and The All England Lawn Tennis Club year round.
Some 54,250 balls are used throughout The Championships, according to the brand, which then sells them to LTA-affiliated clubs and spectators in the grounds with proceeds going to the LTA’s Wimbledon Balls for Schools Scheme.
All England Lawn Tennis Club (AELTC)
The club is kicking off an outdoor and social campaign “Wimbledon Awaits” to welcome visitors to the Championships by showcasing key tournament headlines throughout history.
Using images from the Wimbledon archives, the campaign will focus on key events from the tournament’s history such as Andy Murray’s 2013 win or the creation of Wimbledon’s green and purple colours in 1909.
The campaign will be promoted OOH at Wimbledon and Southfields stations as well as en route to the ground and will also live online through Facebook, Twitter and Instagram.