Britvic has unveiled its integrated, multi-phase Wimbledon marketing campaign for the tournament’s long-standing squash sponsor brand Robinsons squash through a TV ad, outdoor and in-store work and an alliance with Britain’s Got Talent winning dance outfit Diversity
The activation, marking an 81 year partnership with the property, opened with a new tennis-themed UK TV spot, launched on 6 June, promoting its Wimbledon limited edition tennis ball style packs of pocket-sized ‘Squash’d’.
The next phase saw Robinsons invite Ashley, Jordan and Perri from Diversity to go behind the scenes at Wimbledon and get a #TasteofWimbledon. And front the brand’s socially led ticket competition.
In the second half of June social posts starring a trio from the dance troop,
Go behind the scenes at @Wimbledon with @Diversity_Tweet
for a real #TasteofWimbledon #Wimbledonhttps://t.co/ZvMRYxXep9— Robinsons (@DrinkRobinsons) June 23, 2016
link to an online video series led by a central ‘Diversity Get A Real Taste Of Wimbledon’ film,
and supported by further series spots in the series see the dance troop try their hand at ‘Line Painting’,
‘Ball Boy Training’,
and even a spot of tennis itself.
The aim of the online short series and the supporting social media content see
For a chance to win VIP Ladies’ Final tickets, share your #TasteofWimbledon picture. T&Cs https://t.co/Xjhx2JwaRIhttps://t.co/C8gfvzOsvq
— Robinsons (@DrinkRobinsons) June 28, 2016
Fancy being court side for the Ladies’ Final? Return next week for your chance to win VIP tickets. #TasteOfWimbledon pic.twitter.com/NWgsex8u6L
— Robinsons (@DrinkRobinsons) June 24, 2016
is to inspire consumers and tennis fans to share their own ‘real taste of Wimbledon’ on Facebook or Twitter in order to enter a competition to win VIP tickets to the Ladies’ Final. #TasteofWimbledon
With winners chosen each day, prize scooping entries thus far have ranged from classic cat pics (with tennis balls)
Congratulations @swandelling you’re a winner with your #tasteofwimbledon picture. Enjoy VIP Ladies’ Finals tickets. pic.twitter.com/EFarscwKAE
— Robinsons (@DrinkRobinsons) June 29, 2016
to consumer created product/tennis shots.
Congratulations @inchina2008 you’re a winner with your #TasteofWimbledon picture. Enjoy VIP Ladies’ Finals tickets. pic.twitter.com/B3JlFZx6l8
— Robinsons (@DrinkRobinsons) June 29, 2016
While outdoor station ads will be displayed across Primesight’s Waterloo domination sites, a flagship 3D tennis-themed billboard by London’s Waterloo station, complete with replica grass and line-painting machine as well as thermal digital advertising (which aim to activate only when the weather is over 21 degrees Celsius in the UK’s north and 24 degrees in the south).
The outdoor instalment, part of a transformation of the area around Waterloo Station that also enables people to experience being at Wimbledon from an umpire’s chair perspective via a VR headset and enhanced 360 Wimbledon video, opened on 20 June and runs until 18 July.
Nice eye catching Outdoor ad from Robinson at Waterloo this morning #tasteofwimbledon pic.twitter.com/Vdr7oXb2ev
— fergus gregory (@fergusgregory) June 22, 2016
It was devised in collaboration with M/Six and Kinetic Active,
In-store activations will include allowing people to experience being in the Wimbledon grounds from an umpire’s chair through a VR headset.
Join @DrinkRobinsons with a #TasteofWimbledon samples in a York Science Park kitchen near you! pic.twitter.com/ola86a38aw
— York Science Park (@yorksciencepark) June 28, 2016
While further activation strands range from other location based experiential events and spaces (such as at London’s Broadgate’s Exchange Square), to retail partner promotions such as Londis and sampling activity in workplaces, at Wimbledon and at Waterloo station for Robinsons’ flavours, Orange & Peach and Lemon & Pink Grapefruit.
Then, during the Championships themselves Robinson’s used its on-site SW19 branded space to run a hospitality activation strand that saw the drink’s brand invite celebrities with big social media followings to spend the day with them.
During the day Robinson’s created delicious-looking portraits of these star guests created from fruit and then shared on social media by the celebrities themselves.
While Robinson’s only has 15,200 Twitter followers on its @DrinkRobinsons account, a tweet of the portrait from Girls Aloud singer Kimberley Walsh engaged her own 692,000 followers.
Thanks @DrinkRobinsons for my fab invite to @Wimbledon love it! #TasteofWimbledon pic.twitter.com/jcxAjCD0yd
— Kimberley Walsh (@KimberleyJWalsh) June 29, 2016
‘We are very proud of the unique history shared between Robinsons and Wimbledon, one of the most important British sporting events in the calendar,’ explains Britvic GB marketing director Kevin McNair.
‘We’re particularly excited about our 3D billboard at Waterloo station which will bring the real taste of Wimbledon to life in a multi-sensory way with real grass and fruit.’
Comment
This campaign follows in the footsteps of 2015’s Tim Henman led ‘Great Wimbledon Ball Hunt’ (see case study) and 2014’s ‘Play Thirsty’ (see case study).
Robinsons has a long association with Wimbledon dating back to 1935, when Lemon Barley Water was actually created in the All England Club’s own changing rooms.
Indeed, this 81-year Robinsons partnership with Wimbledon is one of the oldest commercial alliances in the world.
Just last year, Britvic extended its Robinsons brand’s partnership with Wimbledon to 2020 by signing a new deal.
Links
Robinsons YouTube:
https://www.youtube.com/user/RobinsonsDrinksUK
Robinsons Facebook:
https://www.facebook.com/Robinsons/
Robinsons Twitter:
https://twitter.com/drinkrobinsons
Wimbledon YouTube:
http://www.youtube.com/wimbledon
Wimbledon Facebook:
https://www.facebook.com/Wimbledon
Wimbledon Twitter:
Wimbledon Snapchat:
add Wimbledon
Wimbledon Google+:
https://plus.google.com/+Wimbledon
Wimbledon Web:
