Sport: Head bags a big response for Murray

Ahead of the Aegon and Wimbledon tennis championships, Head Tennis, the official racquet sponsor of Andy Murray, created a Facebook campaign to enable fans to support and interact with the player. The Get Closer to Andy Murray campaign allowed fans to leave him messages of support online, which could then be printed on his Head tennis bag. Radiator was called in to promote the campaign.

Campaign: get closer to Andy Murray
Campaign: get closer to Andy Murray

Campaign Get Closer to Andy Murray
Client Head Tennis
PR team Radiator PR
Timescale June-July 2011
Budget £10,000

Objectives

  • To maximise online views of the campaign video
  • To increase traffic and 'likes' to the Head Tennis Facebook site.

Strategy and plan

Radiator PR held a press day where media were allowed one-to-one interviews with Murray. The Head 'Get Closer' Facebook page launched on 6 June and the PR team announced the campaign and video to key media, while the video was seeded online.

Measurement and evaluation

The campaign achieved more than 170 pieces of print and online coverage including in The Sunday Times, The Sun and Metro, two pieces of national TV coverage and on TalkSport radio.

Results

The campaign triggered an increase of 25,000 fans on the Head Tennis Facebook page and more than 110,000 views of the video on YouTube in just three weeks.

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