DIGITAL SPORT LONDON
DIGITAL AT WIMBLEDON
ALEXANDRA WILLIS, AELTC ( @alex_willis)
DIGITAL SPORT LONDON
OCTOBER 2014
3
MISSION STATEMENTS
Maintain The Championships as the premier tennis
tournament in the world - and on grass
Enhance the u...
4
TENNIS IN AN ENGLISH GARDEN
5
2011 2012 2013
FOCUS ON
REACH
MOVE TOWARDS
BRAND CENTRIC
PLATFORMS
EXTEND BRAND TO
OTHER PLATFORMS
HOW DIGITAL HAS EVOLV...
6
KEY DRIVERS IN THE EVOLUTION
DIFFERENTIATE EXPERIENCE
“THE NEXT BEST THING
TO BEING HERE”
7
2012 AND 2013 DIGITALOBJECTIVES
• REFLECT AND EXTEND WIMBLEDON EXPERIENCE
• INCREASE REACH AND EXPOSURE
>> BUT HOW?
• NE...
| WIMBLEDON.COM
BRING THE BEAUTY AND HERITAGE OF THE
GROUNDS TO LIFE AND DELIVER A WORLD
CLASS EXPERIENCE FOR OUR
DIGITAL ...
9
THE OLD SITE HAD A RIGID
STRUCTURE AND LACKED
DIFFERENTIATION FROM OTHER
GRAND SLAMS
1
0
1
1
1
2
1
3
…AND TWO SEPARATE SITES WITH TWO DESIGNS
THE CHALLENGE OF LIVE EVENT AND YEAR-ROUND
1
5
1
6
| THE iPAD APP
“This app is fantastic – a completely new experience, so
close and so beautiful”
REPLICATE THE WIMBLEDON EX...
UNIQUE PHOTOGRAPHIC MAP
18
Pinch and zoom to explore
Rotate the
map to see
the view
from the
North,
South, East
and West o...
19
20
21
22
| NEW CONTENT
BRINGING TO LIFE WHAT A DAY AT
WIMBLEDON IS LIKE
24
LIVE TENNIS WITH ALL THE COLOUR
OF THE CHAMPIONSHIPS
COMBINE STUDIO PRESENTATION
WITH ROVING REPORTERS
LIVE 7 HOURS A D...
| SOCIAL MEDIA
27
DIRECT RELATIONSHIPS
CONTENT STRATEGIES FOR
EACH PLATFORM
NOT JUST A
PROMOTIONAL TOOL
DEDICATED RESOURCE
28
CREATION OF AN
OPTIMISED WIMBLEDON
YOU TUBE CHANNEL
LIVE @ WIMBLEDON
EXTENDED TO A NEW
AUDIENCE
29
PARTNERSHIP WITH
TENCENT TO PROVIDE A
MANDARIN
WIMBLEDON.COM
SUPPLEMENTED BY
SOCIAL FEEDS ON WEIBO
AND WEIXIN
30
WHAT HAVE WE ACHIEVED?
• Award-nominated website redesign that truly reflects the brand:
> 2012 Sport Industry Awards, ...
31
BACKED UP BY THE NUMBERS…
19.7m unique users of Wimbledon digital platforms
54m visits and more than 430m page views
2m...
32
2.7m- Total audience across Wimbledon social media platforms (Facebook,
Twitter, Google+)
Over 30m interactions about W...
WHAT NEXT?
• Core markets vs emerging markets
• The role of social
• Platforms: different audiences or just the same audie...
3
4
THANK YOU
Wimbledon 2013 - Digital Sport London
Wimbledon 2013 - Digital Sport London
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Wimbledon 2013 - Digital Sport London

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Presentation at Digital Sport London by the AELTC, looking at their use of digital media at the 2013 Wimbledon Championships.

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  • DIGITAL’S ROLE IS TO DELIVER REACH AND EXPOSURE THAT REFLECTS AND ENHANCES THE WIMBLEDON BRAND
  • From this
  • To this…IMAGE BASED,IMPROVED FUNCTIONALITY,EFFICIENT AND SIMPLE USE OF SPACE,BETTER COMMERCIAL INTEGRATION,CONSOLIDATED VOICE AND IMPROVED CONTENT
  • To this…CONTENT:NEWS, FEATURES AND INTERVIEWSLIVE SCORES, DRAWS, SCHEDULE AND STATISTICSVIDEO HIGHLIGHTS AND FEATURESPHOTO GALLERIESVITAL INFORMATIONSOCIAL INTERACTION
  • https://www.youtube.com/watch?v=NewhAXUDh0k
  • STICKY’ CONTENT ON THE PREVIOUS SITE HAS BEEN RESTRICTED TO NEWS, SCORES AND HIGHLIGHTS VIDEO‘LIVE’ BROADCAST CONTENT LIMITED TO RADIO WIMBLEDONAN AVERAGE DWELL TIME OF SIX MINUTES – BUT STILL 15.6 MILLION UNIQUE USERSCARVED OUT RIGHTS WITH BBC AND ESPN ADDED TO RADIO WIMBLEDON
  • Not forgetting the hugely successful Live @ Wimbledon Radio, which reaches all corners of the globe, including, my personal favourite, a boat in the Aegean sea.
  • Twitter mirror, Google + shot of the day, Facebook polls
  • Wimbledon 2013 - Digital Sport London

    1. 1. DIGITAL SPORT LONDON
    2. 2. DIGITAL AT WIMBLEDON ALEXANDRA WILLIS, AELTC ( @alex_willis) DIGITAL SPORT LONDON OCTOBER 2014
    3. 3. 3 MISSION STATEMENTS Maintain The Championships as the premier tennis tournament in the world - and on grass Enhance the unique quality, character and image of the Club and The Championships Foster the best interests of tennis, both nationally and internationally
    4. 4. 4 TENNIS IN AN ENGLISH GARDEN
    5. 5. 5 2011 2012 2013 FOCUS ON REACH MOVE TOWARDS BRAND CENTRIC PLATFORMS EXTEND BRAND TO OTHER PLATFORMS HOW DIGITAL HAS EVOLVED
    6. 6. 6 KEY DRIVERS IN THE EVOLUTION DIFFERENTIATE EXPERIENCE “THE NEXT BEST THING TO BEING HERE”
    7. 7. 7 2012 AND 2013 DIGITALOBJECTIVES • REFLECT AND EXTEND WIMBLEDON EXPERIENCE • INCREASE REACH AND EXPOSURE >> BUT HOW? • NEW DESIGN – WIMBLEDON.COM AND APPS • NEW CONTENT – LIVE @ WIMBLEDON, SOCIAL • NEW PLATFORMS – IPAD, ANDROID, CHINESE SITE, SOCIAL
    8. 8. | WIMBLEDON.COM BRING THE BEAUTY AND HERITAGE OF THE GROUNDS TO LIFE AND DELIVER A WORLD CLASS EXPERIENCE FOR OUR DIGITAL AUDIENCE
    9. 9. 9 THE OLD SITE HAD A RIGID STRUCTURE AND LACKED DIFFERENTIATION FROM OTHER GRAND SLAMS
    10. 10. 1 0
    11. 11. 1 1
    12. 12. 1 2
    13. 13. 1 3 …AND TWO SEPARATE SITES WITH TWO DESIGNS THE CHALLENGE OF LIVE EVENT AND YEAR-ROUND
    14. 14. 1 5
    15. 15. 1 6
    16. 16. | THE iPAD APP “This app is fantastic – a completely new experience, so close and so beautiful” REPLICATE THE WIMBLEDON EXPERIENCE A PHYSICAL VISITOR WOULD HAVE UNIQUE „WOW‟ CONTENT BLENDED WITH THE BREAD AND BUTTER OF EXISTING PLATFORMS
    17. 17. UNIQUE PHOTOGRAPHIC MAP 18 Pinch and zoom to explore Rotate the map to see the view from the North, South, East and West of the grounds
    18. 18. 19
    19. 19. 20
    20. 20. 21
    21. 21. 22
    22. 22. | NEW CONTENT BRINGING TO LIFE WHAT A DAY AT WIMBLEDON IS LIKE
    23. 23. 24 LIVE TENNIS WITH ALL THE COLOUR OF THE CHAMPIONSHIPS COMBINE STUDIO PRESENTATION WITH ROVING REPORTERS LIVE 7 HOURS A DAY COMPLEMENTS BROADCASTERS‟ COVERAGE CREATED A VAST ARRAY OF ON DEMAND VIDEO MULTI-PLATFORM
    24. 24. | SOCIAL MEDIA
    25. 25. 27 DIRECT RELATIONSHIPS CONTENT STRATEGIES FOR EACH PLATFORM NOT JUST A PROMOTIONAL TOOL DEDICATED RESOURCE
    26. 26. 28 CREATION OF AN OPTIMISED WIMBLEDON YOU TUBE CHANNEL LIVE @ WIMBLEDON EXTENDED TO A NEW AUDIENCE
    27. 27. 29 PARTNERSHIP WITH TENCENT TO PROVIDE A MANDARIN WIMBLEDON.COM SUPPLEMENTED BY SOCIAL FEEDS ON WEIBO AND WEIXIN
    28. 28. 30 WHAT HAVE WE ACHIEVED? • Award-nominated website redesign that truly reflects the brand: > 2012 Sport Industry Awards, 2012 Webby awards, 2013 Lovie Awards • 3-5* rated mobile platforms (m., iPhone, android, iPad) • Live video content that brings Wimbledon to life • An enhanced user experience • Improved „bread & butter‟ content, WOW content, year-round content • Record users and social engagement A SUITE OF DIGITAL PLATFORMS THAT ARE BOTH CHAMPIONS OF THE WIMBLEDON BRAND AND ENGAGE A GLOBAL AUDIENCE OF NEARLY 20 MILLION
    29. 29. 31 BACKED UP BY THE NUMBERS… 19.7m unique users of Wimbledon digital platforms 54m visits and more than 430m page views 2m Wimbledon apps downloaded in 2013 – iPad app 5* rated 10 minutes average time spent on Wimbledon.com 11.7m Visits to wimbledon.qq.com, Wimbledon's official website portal in China, operated by Tencent Wimbledon had an audience of 300,000 across feeds on Sina Weibo, Tencent Weibo and Weixin
    30. 30. 32 2.7m- Total audience across Wimbledon social media platforms (Facebook, Twitter, Google+) Over 30m interactions about Wimbledon on Facebook and over 6m tweets about Wimbledon on Twitter during The Championships 1.5m Live video streams of Live @ Wimbledon video on Wimbledon.com, the official apps and YouTube 5m Live radio streams of Live @ Wimbledon radio on Wimbledon.com, the official apps and TuneIn Radio 5.5m Video clips watched on Wimbledon.com in 2013. 6m views on Wimbledon's YouTube channel, which grew from 5,000 subscribers to over 60,000 during The Championships
    31. 31. WHAT NEXT? • Core markets vs emerging markets • The role of social • Platforms: different audiences or just the same audience on multiple devices? • Live streaming • Competition from media partners WATCH THIS SPACE…
    32. 32. 3 4 THANK YOU

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