evian: The Wimbeldon Wiggle case study
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This document summarizes an Evian campaign called "The Wimbledon Wiggle" where they named and spread the cheeky booty-shake players do while awaiting a tennis serve. They created a music video and Facebook app where fans could upload and vote on their wiggle videos for prizes. Celebrities and over 80,000 people participated, reaching 90 million people total through social media and news coverage. The campaign aimed to own the conversation at the popular Wimbledon tournament through this fun, spreadable dance move.
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evian: The Wimbeldon Wiggle case study
- 1. evian: The Wimbledon Wiggle social we are
- 2. Wimbledon is a very civilised affair, full of traditions, ceremony and polite applause social we are
- 3. evian wanted to implement a socially-led campaign to own conversation in a crowded sponsor market
- 4. While injecting some ‘Live young’ spirit into the tournament social we are
- 5. Since tennis began, players have made a cheeky booty-shake when awaiting a serve social we are
- 6. It’s an easily recognisable move, that anyone can do, and that evian could own social we are
- 7. We decided to give this shake a name
- 8. And turn it into a socially spread dance move! social we are
- 9. Every dance move must have its own music video
- 10. So we created a 60-second film, featuring an exclusive soundtrack by Tiger Monkey
- 11. A Facebook app allowed fans to upload their own wiggles, and vote for their favourite
- 12. In return for signed Maria Sharapova goodies, and the chance to win VIP Wimbledon tickets social we are
- 13. Even celebrities couldn’t resist joining in social we are
- 14. Weird and wonderful wiggles flooded in
- 15. The best were shown on giant outdoor screens across London
- 16. Within days, more than 80,000 people had wiggled, voted or interacted with evian social we are
- 17. The campaign reached 90 million people across social media, online and traditional news channels
- 19. We like to think a new tradition has been born