As new and returning champions are crowned at Wimbledon this year, we take a look at the fresh approach to the digital content provided by the organisers.
Wimbledon is seen as one of our most valuable, quintessentially British brands and there is a lot of tradition behind it. We look at the vital balance between tradition and technology, and whether Wimbledon has made the right call.
Earlier this year, the All England Lawn Tennis Club (AELTC) decided that they wanted to have a crack at providing their own content. If you love emojis, you’ve probably noticed Wimbledon’s ‘Snapchat approach’ to their digital content. Combining their current content with customised, tennis-themed yellow devils, the AELTC has modernised in an attempt to appeal to today’s young viewers and future stars.
With younger generations in mind, the ‘Wimbledon Shuffle’, a spin on ‘Wimbledon Today’, has become the headline release on the BBC Sport website for tennis each day. These videos incorporate expressions like ‘Happy Feet’, ‘That’s ridic’ and ‘Silky skills’, with the visuals using a variety of emojis to convey the emotions from each match.
Wimbledon has collaborated with their trusted statistics partners at IBM to plan how they could use its new data software AI ‘Watson’ with social media. With unimaginable amounts of data, engaging statistics and analysis from each match, the AELTC has the power to engage and impress a much wider, younger audience. The AELTC’s Head of Commercial & Marketing, James Ralley, says that “the investment in marketing content is part of the club’s greater intention of enhancing the global presentation”. They have changed the way Wimbledon is watched to drastically increase its popularity and display the information and videos in a more sharable format.
There is a lot riding on these quirky, emoji-themed videos if Wimbledon wants to stay on brand. The absence of obvious advertising at the Championships and all white dress code are what make it so special and different the world over. At AML, where we work with many global clients, we know how important brand is for any company. So the way in which Wimbledon is modernising is incredibly exciting. But is the new visual style for content in keeping with this cleanest, whitest of brands? If Wimbledon wants to maintain its viewership it certainly needs to appeal to the youngest generation to survive for the next 140 years. Only time will tell whether the new look content will be a winner.