evian: the wimbeldon wiggle case study
TRANSCRIPT
evian: The Wimbledon Wiggle
social we are
Wimbledon is a very civilised affair, full of traditions, ceremony and polite applause
social we are
evian wanted to implement a socially-led campaign to own conversation in a crowded sponsor market
While injecting some ‘Live young’ spirit into the tournament
social we are
Since tennis began, players have made a cheeky booty-shake when awaiting a serve
social we are
It’s an easily recognisable move, that anyone can do, and that evian could own
social we are
We decided to give this shake a name
And turn it into a socially spread dance move!
social we are
Every dance move must have its own music video
So we created a 60-second film, featuring an exclusive soundtrack by Tiger Monkey
A Facebook app allowed fans to upload their own wiggles, and vote for their favourite
In return for signed Maria Sharapova goodies, and the chance to win VIP Wimbledon tickets
social we are
Even celebrities couldn’t resist joining in
social we are
Weird and wonderful wiggles flooded in
The best were shown on giant outdoor screens across London
Within days, more than 80,000 people had wiggled, voted or interacted with evian
social we are
The campaign reached 90 million people across social media, online and traditional news channels
We like to think a new tradition has been born