Monday, July 08, 2013

adidas' #hitthewinner Real Time Marketing at Wimbledon

adidas, one of the clients at my agency, has had a big success at Wimbledon with its innovative #hitthewinner Twitter game.

Before each game followers were encouraged to guess where Andy Murray would hit the winning balls, on 9 zones of this opponent's side of the court - e.g. tweeting #hitthewinner7

All the people who tweeted the winning zones were entered into a draw to win prizes.

Now that Wimbledon is over (& Murray crowned men's champion) adidas has been named the brand most discussed during the tournament:

"Over the last week there been obvious peaks in mentions as they ran the competition during matches and celebrated with images of the great man.  At the peak they received over 3k mentions and 54k mentions over the last week for @adidasUK, even more for the adidas brand as a whole (147k)"

A really innovative campaign!

Update - the Twitter blog has some more stats on the campaign:

"The #AllinforMurray hashtag was mentioned some 20,400 times while #Hitthewinner, Adidas’ real-time game, was mentioned a further 8,500 times and produced strong engagement rates. For the Champions League final in May, Adidas promoted #Allforthis and managed 14,300 mentions.
Both of Adidas’ Wimbledon hashtags were retweeted by Murray, giving the brand major exposure and ensuring that a number of its Tweets were heavily shared. Murray also mentioned the hashtags in his own Tweets, with several being shared thousands of times.
The combined organic and paid for activity helped @AdidasUK to gain about 35,000 new followers and emerge as the number one brand people were mentioning on Twitter during the Wimbledon final.
Over the entire course of the two week Wimbledon tournament, #Hitthewinner attracted 20,700 mentions as fans flocked to win merchandise by guessing where on a grid where Murray would land a winning shot.
However, it was #AllinforMurray, which was a continuation of its overarching brand #allin hashtag, that was the star performer. It amassed a total of 31,500 mentions during Wimbledon."

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