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.
Key Themes Behind This Trend
- Fan Engagement Via Social Media
- Using social media platforms like Twitter to involve fans in events and campaigns creates a more interactive and engaging experience.
- Crowdsourced Training Strategies
- Harnessing the collective intelligence of a large number of people through crowdsourcing can lead to innovative and effective training strategies.
- Live Streaming for Audience Reach
- Utilizing live streaming technology allows events to reach a larger audience and generate more exposure.
Where This Applies
- Sports
- The sports industry can adopt fan engagement strategies that involve social media to enhance the overall experience for fans and players.
- Digital Marketing
- The field of digital marketing can explore creative ways to leverage social media platforms like Twitter for interactive campaigns and brand activations.
- Live Streaming Technology
- The live streaming technology industry can develop innovative solutions to enable seamless and immersive live streaming experiences for various events and industries.
