Speaking on the launch of its 2015 digital strategy at the All England Lawn Tennis Club (AELTC) today (18 June), the club said it will produce exclusive content for Snapchat, Instagram and Twitter.
Head of digital and content Alexandra Willis told Marketing Week that the AELTC will be one of the first brands to use Snapchat’s ‘Geofilter’ feature, which allows users to add a location-specific filter to photos or videos.
“We’ll be launching a Snapchat story during Wimbledon inviting people to share snaps of their day,” Willis added.
On Twitter, the Club’s “Hash Flag Wimbledon” campaign will display an icon, starting with a strawberry, alongside the #Wimbledon hashtag. That icon will change as the tournament progresses, while an Instagram campaign called #TakeYourSeat will build a “digital mosaic” of the famous Wimbledon hill from photos sent in by fans.
Wimbledon has previously used social media to keep fans up to date with news and winners from the tournament. However the strategy this year aims to create an experience for fans that is “the next best thing to being here”, according to Willis, who said the Club is largely targeting people tracking the games from the office.
It has also given the tournament’s official website a complete overhaul – linking it to its mobile apps and social media.
Using digital to enhance on-site experience
However, along with partner IBM, it is also looking at how digital can enhance the on-site experience for fans.
This year the AELTC will trial iBeacons at nearby tube stations to help fans get to the right gates to get into the event.
“The next logical progression will be to put beacons on the gates, welcoming people and telling them how to get to their seats,” Willis said.
Last week it also held a hackathon to look at further ways of using mobile on site to “help the fan experience”, with a specific focus on the “queuing” aspect of the tournament.
“It’s about the customer experience and making their day easier, not pushing stuff to them,” Willis said.