Pimm’s is a drink that has long been associated with British summer sports, particularly Wimbledon, but this year sees the drinks brand finally become official partners with the world’s top tennis tournament: a status it is celebrating with an integrated, multi-platform campaign on- and off-site and across its social platforms.
The British drinks brand’s spearhead lead-in content piece was an online video showcasing a machine designed to pour the perfect Pimm’s which ran on Facebook and Twitter.
Serving a perfect Pimm's can be a challenge when @Wimbledon is on. So we built a machine to help avoid missing out on any tennis action… pic.twitter.com/6dbgKlMkDR
— Pimm's (@PimmsGB) June 29, 2017
This pre-tournament phase was accompanied by a ticket competition which saw the brand give away five pairs of tickets and to be in with a chance of winning fans simply needed to ‘like’ the sweepstakes posts.
At the tournament itself, Wimbledon ticket holders can enjoy a drink from the ‘Pimm’s on the Hill’ bar,
It's been a wonderful first week at Wimbledon. Here's to the weekend, sun and Pimm's #PimmsOClock pic.twitter.com/6MGYTUgGBJ
— Pimm's (@PimmsGB) July 8, 2017
and the ‘Long Bar’, plus, as Pimms senior brand manager Elly Martin points out, the activation goes well beyond the grounds.
Tennis fans outside of the confines of the site can also visit one of several branded bar experiences – including the Selfridges rooftop Pimm’s bar
Nothing better than a spot of tennis and one of our new delicious Pimm's POPs on @Selfridges Roof Deck @POPSpoparazzi #PimmsOClock pic.twitter.com/JSn2ClQJay
— Pimm's (@PimmsGB) July 7, 2017
It's nearly time for @wimbledon–
Pop up to our lovely Pimm's Wimbledon Bar on the @Selfridges Roof Deck, open 3rd – 16th July! #PimmsOClock pic.twitter.com/b6jjEAcDr6— Pimm's (@PimmsGB) June 30, 2017
and several other pop-ups around London.
Tennis season has begun, roll on Wimbledon! Excited for the new Pimm’s menu @theivycafeSW19 including this fabulous ‘Pimmbledon’ cocktail pic.twitter.com/JtzFX7EOSD
— Pimm's (@PimmsGB) June 22, 2017
The activation programme also includes a collaboration with popsicle brand Pops to create a Pimm’s ice-lolly.
We’ve been busy making Pimm’s ice popsicles – just in time for summer! You can pick up a Pimm's POPS at Ocado https://t.co/e5QpjT0wME pic.twitter.com/v1vL12Ix3e
— Pimm's (@PimmsGB) July 5, 2017
The official drink is also activating its rights across its social platforms with additional tournament-related content on its Twitter feed,
Tennis on the grass, Pimm’s in the glass @Wimbledon #PimmsOClock #Wimbledon pic.twitter.com/QSaE1fJ2Tr
— Pimm's (@PimmsGB) July 6, 2017
Wimbledon Pimm's Rain PERFECT #PimmsOClock #Wimbledon pic.twitter.com/nTOGmlqH4e
— Pimm's (@PimmsGB) July 10, 2017
Final week here at @Wimbledon We're watching, Pimm's in hand #PimmsOClock pic.twitter.com/AO6u7v9IDn
— Pimm's (@PimmsGB) July 10, 2017
and on its Facebook page.
Martin believes that the new official tie-up is “a very exciting partnership” as Pimm’s and Wimbledon “share an appeal across the nation as being quintessentially British”.
Activative Comment
It will be a surprise to many that this is the first year that Pimm’s is an official tournament partner, after all, it has long had close associations with the event.
These have been consolidated by previous unofficial campaigns around the tennis, such as 2016’s light-hearted ambush campaign fronted by Judy Murray as the brand’s chief foliage officer (see case study).
Wimbledon is just of several pillars of the British establishment that Pimm’s partners with and meverages in its marketing.
Other recent sponsorship deals also leverage pillars of the British establishment, such as 2016’s sponsorship of Big Ben (the bell/clock tower’s first ever commercial partnership) to help the landmark of the Grade 1 listed building’s restoration programme
and its Jelly Buckingham Palace project celebrating The Patron’s Lunch.
While summer 2016 saw the launch of the Pimm’s Cider Cup with an extreme croquet campaign.
Links:
Pimms
https://www.anyoneforpimms.com/
https://www.youtube.com/user/pimms
https://www.facebook.com/pimms
AELTC/Wimbledon
http://www.wimbledon.com/inpursuitofg…
http://www.youtube.com/wimbledon
https://www.facebook.com/Wimbledon
https://twitter.com/Wimbledon
https://www.instagram.com/wimbledon/
Snapchat: add Wimbledon
https://plus.google.com/+Wimbledon
http://www.wimbledon.com/
