The water brand's 'Wimbledon Wiggle' campaign seeks fan video submissions on its U.K. Facebook page.
As the tennis tournament approaches, Wimbledon sponsor and water purveyor Evian is asking fans to upload videos of their "Wimbledon Wiggle," a move based on what it calls "the cheeky shake players make before receiving a serve."
A video demonstrating the wiggle had 21,000 views as of Thursday - up from 17,000 a day prior.
In order to participate, users can visit https://www.wimbledonwiggle.com or click "Add Your Wiggle" on the Wimbledon Wiggle tab on Evian U.K.'s Facebook page. Evian U.K. had 189,000 likes as of Wednesday.
There were 20 wiggles featured under Your Wiggles on the page on Thursday.
The site also includes Wiggles of Fame, or what Deola Laniyan, account director at social media agency We Are Social, calls "the best wiggles performed by the public and the famous alike."
In addition to We Are Social, Evian partnered with electro-hip-hop artist Tigermonkey on the campaign.
"It's got a great soundtrack produced by Tigermonkey," Laniyan says. "It's got a fun hip-hop-based sound with tennis-inspired lyrics - it's getting a great response."
A 30-second version of the Wimbledon Wiggle song is available for download on Evian U.K.'s Facebook page. Laniyan says a full track will be available soon.
Wigglers can win VIP Wimbledon tickets by uploading videos. The competition to win tickets ends at midnight on June 24, but participants can continue to upload wiggles until midnight on July 7, Laniyan says. Each week, the brand will select participants to win Evian-branded Wimbledon merchandise signed by tennis pro and 2004 Wimbledon champion Maria Sharapova.
Evian says the best wigglers will also be featured on digital outdoor creative at Bankside and Cardinal Place, where the Championships will be broadcast live on digital screens.
"The Wimbledon Wiggle is all about celebrating Wimbledon and getting involved in any way possible," Laniyan says.
"We're hoping this dance move captures the imagination of all of London," she adds.
Indeed, the site tells fans, "Polite applause? Come on, we can do better than that."
In addition to Sharapova, wigglers include English television and radio presenter Jonathan Ross.
According to Laniyan, the campaign targets tennis fans but also "those who simply love to be engaged with the off-court action - the gossip, the celebrities, and the general excitement around the Championships."
An outdoor promotional campaign kick offs on June 24 at shopping sites around London, including Cardinal Place, One Bank Side Mix, and New Street Square.
The campaign will also include promotion via Facebook.
Promotion kicked off June 19.
On Thursday, @MariaSharapova tweeted, "Couldn't stop watching videos of Wimbledon Wiggle, I was laughing all morning... btw have any of you made one?" to her 349,000 followers.
@Evian_uk has also tweeted using the hashtag #wiggle. The handle has 5,500 followers.
In addition, Evian's Wimbledon campaign includes an off-court action microsite featuring gossip, photos, and exclusive videos with Sharapova and Ross, as well as a Wimbledon style guide and ticket competition.
An Evian rep was not available for comment.
Wimbledon takes place June 24 to July 7 in London.
According to the Wimbledon website, Evian "has been chosen as the Official Water of The Championships, Wimbledon."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 23, 2014