Kicking off a five-year partnership with the All England Club, Jaguar has been supplying 170 luxury vehicles for tournament operations including its latest model the XE. It has also developed a #FeelWimbledon campaign to increase engagement with tennis fans.
Mindshare UK has been the lead media and creative agency for the campaign and Brandrapport has been managing PR delivery, including press office support.
#FeelWimbledon has involved collecting movement, heart rate and body temperature statistics from 30 fans each day using wristband technology from Lightwave. This has then been combined with ambient data from sensors around the grounds and conversation on social media, to provide the final sentiment.
The integrated campaign has been one of Jaguar’s biggest sports-related promotions to date, with dedicated editorial and video content being pushed across all the major social media channels including Twitter, Facebook and Instagram.
Richard Agnew, global PR director at Jaguar, told PRWeek that the car maker has looked to execute innovative sports-related sponsorship campaigns to drive brand awareness and engagement with potential customers.
He told PRWeek: "Jaguar is an emotional brand, it excites the senses, so that’s why we decided to measure the emotion of Wimbledon fans in real-time. This sort of campaign helps Jaguar to separate itself from German competition by adding British emotion and warmth."
During week one of Wimbledon, the #FeelWimbledon campaign has had engagement levels of over 10 per cent. Unsurprisingly, emotional highs were provided by the success of home-grown British players including Andy Murray, Heather Watson and James Ward: