Watched by a global audience, Wimbledon is the iconic Grand Slam tennis tournament played out annually in south-west London. For the 2017 Championships, Wimbledon set out to broaden its audience reach, with a view to target younger fans through the platforms and digital influencers that they naturally engage with.
Goals
1
Leverage the iconic appeal of Wimbledon to bring Creators with large digital followings to the Championships
2
Partner with Creators whose audience skew young, and whose fans may not be connected to Wimbledon in the usual ways
3
Provide a great experience to Creators and build a long-term relationship
Strategy
Identifying personalities likely to impress and engage an audience less familiar with tennis, Wimbledon chose Instagram stars Dan Howell and Phil Lester because of their huge appeal among teenage UK-based fans and their fun, cheerful personalities. Wimbledon brought the pair along to the Men's Final - where they got to witness from Centre Court Roger Federer's record eighth Wimbledon triumph, defeating Marin Cilic in three sets.
