“We engaged Atomic to evolve our PR and take our brands into new spaces and #tennisfreestyle delivered on both fronts. By nailing the brand and its DNA, they were able to construct a story and create content which transformed our sponsorship of the Wimbledon Championships and has positively transformed the way we think about PR. From TV and print, to social and online, they meaningfully engaged our audiences at multiple touch points along the consumer journey and delivered real change.”Lucy Bearman, Head of Marketing, Wines, Pernod Ricard UK
It was year four of Jacob’s Creek’s sponsorship of the Wimbledon Championships and it wanted a different type of PR. It didn’t just want column inches of the year before, it wanted visible change. Change in how consumers viewed the brand. Change in how the brand viewed and used PR.
With their brand story in mind, our creative thinking then turned to Wimbledon and researching what would make it easier for people to enjoy great tennis and really get involved.
We took a wine brand which challenges convention and champions creativity, and partnered it with some freestyle tennis experts. The result: #TennisFreestyle with Jacob’s Creek
We launched the campaign with a series of videos with our two Freestylers, introducing and explaining #tennisfreestyle and demonstrating tennis tricks to recreate at home. We showcased people’s #tennisfreestyle videos on social media and rewarded judges’ favourites with Wimbledon tickets.
We involved Wimbledon fans – we sent our ‘tennis freestylers’ down to the Wimbledon queue, to get people trying their hand at #tennisfreestyle and ensure Jacob’s Creek featured heavily in ‘Wimbledon’ conversations.
We made Celebrities work hard (for the brand) with Jim Parsons from Big Bang Theory, Rachel Riley, Olly Murs, Will Greenwood, Olivia Coleman, JLS, Gemma Arterton and even the legend that is Patrick Stewart.
We launched the brand’s Instagram channel at Wimbledon. We identified the top influencers relevant to our target audience and invited them to the Jacob’s Creek marquee where they were taught tricks by our ‘freestylers’ and given a tasting masterclass. In doing so, they created new content, shared on their own social channels as well as the brand’s, generating fresh conversations to raise further awareness of Jacob’s Creek’s sponsorship, throughout the Wimbledon fortnight.