To celebrate the 40th anniversary of its partnership with Roland-Garros, the BNP Paribas bank came up with an innovative campaign to engage fans in the French Open.
Instead of training a tennis player one-on-one, BNP Paribas had Paris’ ‘We Are Social’ agency devise a completely new way to approach preparing for the event. The ‘We Are Tennis’ community was established online and anyone with a Twitter account was invited to ‘Tweet & Shoot,’ which had fans specify the position, trajectory and spin of a tennis ball to be fired at Jo-Wilfried Tsonga, to help him improve his game before the French Open.
Thousands of people participated and tuned in to the live stream—an audience big enough to fill the Roland-Garros courts 12 times. As well as getting a ton of media coverage worldwide, there was some triumph for tennis player Tsonga too, as he made it to the semi-finals for the first time ever.
Stats for Tweet-Directed Tennis Matches
Trending: Older & Mild
Research: 821 clicks in 120 w
Interest: > 3 minutes
Concept: BNP Paribas Bank
Related: 107 examples / 82 photos
Segment: Males, 12-35
Comparison Set: 39 similar articles, including: asymmetric tennis-inspired apparel, diverse olympic body shoots, and robotic pet toys.
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