Twitter has published details of an Adidas hashtag marketing campaign based on Wimbledon winner Andy Murray.
Adidas used two hashtags, which were tweeted a total of 30,000 times on the day of the final alone. The #AllinforMurray hashtag gained 20,400 uses, while #Hitthewinner received 8,500 mentions.
Adidas incentivized tweeters to use #Hitthewinner by offering a giveaway every time Andy Murray hit a winner – a promo cut slightly short on Sunday as he managed to win in just three sets. The campaign, which ran each time Murray played, was backed with promoted tweets and keyword marketing. Andy Murray, with about 1.9 million Twitter followers, also mentioned the hashtags, leading to thousands of retweets. By the end of the championship, the official @AdidasUK Twitter account had gained about 35,000 new followers.
In comparison, Twitter reported 4.39 million mentions of the Wimbledon final on Sunday.
This blog post first appeared on The Wall, the sister outlet of PRWeek at Haymarket Media.