Three weeks ahead of the first service at Wimbledon 2019, the tournament’s official automotive partner Jaguar leveraged its right through the launch of the world-first ‘Ace Pace Wimbledon Edition App’ which measures fans’ serves using smart phone technology as they compete to win Wimbledon tickets.
The app, which is a leading edge strand in the auto brand’s 2019 Wimbledon work, gives fans an opportunity to win tickets to The Championships and also attend the ‘Jaguar Wimbledon Masterclass’ through a smartphone serve simulation which uses a handset in place of a racket.
The app tech measures the speed, angle and power of the user’s serve through a smartphone’s gyroscope, motion sensor and accelerometer.
The ‘Jaguar Ace Pace Wimbledon Edition App’ is available now for download on all smartphone devices (including at http://itunes.apple.com/app/id1461912657).
The initiative, which was developed in partnership with Journey Digital and CAA Brand Consulting, uses an algorithm employing Dynamic Time Warping via a smartphone’s gyroscope in order to calculate the wrist angle and the motion sensor to determine the arc of the serve and the accelerometer to measure the speed.
The app also includes a built-in leaderboard with daily winners from Jaguar’s ‘Westfield Fan Zone’ earning tickets to experience The Championships, Wimbledon first hand.
With two leaderboards running for different durations, the app gives fans the chance to win a place in a Jaguar Tennis Masterclass as well as the overall winner in the ‘June Championships’ leaderboard winning tickets to Wimbledon.
(One pair of tickets to The Championships will be won from the June leaderboard and a pair of tickets will be awarded daily to those engaging with the app on-site at the Westfield fan zone throughout the Wimbledon fortnight (1 to 14 July).
“CGI technology has advanced significantly over the past decade and now, what used to cost millions of dollars and expensive cameras can be captured using smartphones,” commented Journey Digital strategy director Nick Piper.
“The Jaguar Ace Pace Wimbledon Edition celebrates this by offering a far more physically engaging experience than what is currently available in the market and is a true first.”
“As Jaguar’s association with Wimbledon enters its fifth year, we are delighted to continue our pledge to take fans closer to The Championships,” added Jaguar Land Rover UK Managing Director Rawdon Glover.
“It is important that tennis fans feel the benefit of our partnership first and foremost so for those that can master the app, we will be providing tickets to The Championships, Wimbledon, throughout the fortnight as well as the unique opportunity to attend the Jaguar Wimbledon Masterclass in September.”
Another strand of Jaguar’s Wimbledon activation programme, starting on Monday 1 June, is first of a kind, out of home content initiative that sees the premium auto brand service daily highlights and scores from the tournament to tennis fans across the UK.
In its additional partnership play as the broadcast sponsor of Ocean Outdoor’s UK-wide coverage of the Wimbledon Lawn Tennis championships, Jaguar amplifyies its official tournament tie-up with the first ever brand backed showing of match highlights and real-time scoreboards from The Championships on out of home screens.
Every six minutes, a 60-second sponsored show reel will run across 28 full motion, premium large format digital screens in nine UK cities (in London, Birmingham, Edinburgh, Glasgow, Leeds, Liverpool, Manchester, Newcastle and Nottingham from 1 to 14 July): complete with creative and experiential activation primarily led by Jaguar’s I-PACE.
Jaguar will also sponsor live screenings of first-round matches of Jaguar brand ambassadors Johanna Konta, Kyle Edmund and Canadian Milos Raonic at Westfield Stratford, as well as the women’s and men’s singles finals at Westfield Stratford and Westfield London.
The Westfield screenings are the core content of Jaguar Wimbledon fan zones at Westfield London (created by sports marketing agency CAA) and an experiential zone at Westfield Stratford supported by local Jaguar dealership Rockar.
Furthermore, a social influencer campaign and Twitter sponsorship will also support the sponsorship, providing an ‘always on’ presence across social media throughout the tournament.
This phase of the activation programme was planned by Dentsu X and by OOH and location marketing specialist Posterscope, in alliance with creative agency Spark44 and Ocean Outdoor.
Markus Carlson, Jaguar Marketing Communications Manager, said: “We are incredibly proud to be the official car partner of Wimbledon for a fifth year. Using digital out of home as a content distribution channel allows us to maximise our association with The Championship, connect with Jaguar prospects and bring the thrill of the tournament to tennis fans across the UK.”
Kristina Mestsaninova, Managing Partner at Dentsu X, added: “The primary objective from the client’s brief was to make Wimbledon live beyond the SW19 postcode, making it unmissable that Jaguar sponsors the tournament. We set out to build a truly integrated campaign that brought together and made the most of the entire ecosystem of owned, earned and paid elements.”
Lee Mabey, Integration Strategy Director at Posterscope, added: “Wimbledon is one of the biggest events in the sporting calendar which makes the whole nation come together. Jaguar is using the real time and full motion capabilities DOOH offers to turn the channel into a distribution platform, bringing the action from SW19 to tennis fans across the country.”
Ocean head of content and sponsorship Kevin Henry concluded: “This is a ground-breaking initiative for out of home and the largest content-based sponsorship deal since the introduction of live sports streaming on our full motion outdoor network. This partnership guarantees exposure for this year’s tournament across our portfolio.”
Chris Newby, Head of UK Account at Spark44, added “We’re excited to have been part of this imaginative activation of Jaguar’s sponsorship of The Wimbledon Championships. It gave us the opportunity to develop bespoke content that perfectly demonstrates the Jaguar I-PACE’s exceptional handling capability in a surprising and engaging way.”
Plus, for the tournament, Jaguar will supply 170 vehicles for staff, umpires and players including the I-PACE, XE, XF, XJ and F-PACE vehicles.
All roads lead to Centre Court.
Jaguar is proud to be the Official Car of The Championships, Wimbledon. pic.twitter.com/rCU0LWwS0O
— Jaguar UK (@JaguarUK) June 24, 2019
Comment:
Jaguar is now entering its fifth year as Official Car of The Championships, Wimbledon.
All roads lead to Centre Court.
Jaguar is proud to be the Official Car of The Championships, Wimbledon. pic.twitter.com/rCU0LWwS0O
— Jaguar UK (@JaguarUK) June 24, 2019
This latest initiative builds on Jaguar’s inventive and often cutting edge tech led Wimbledon activations which range from last year’s ‘Show Your Edge (see case study), 2017’s Jose Mourinho fronted ‘Stolen Trophy’ (see case study) and 2016’s series of VR, reactive films (see case study).
Links:
Jaguar
https://www.youtube.com/user/jaguaruk
https://www.facebook.com/JaguarUK
https://www.youtube.com/user/jaguaruk
https://www.youtube.com/user/JaguarCarsLimited
https://www.instagram.com/jaguar/
https://www.facebook.com/Jaguar
CAA Brand Consulting
https://www.caa.com/brand-consulting
Wimbledon / AELTC
https://www.youtube.com/user/Wimbledon
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