As the official beer sponsor of The Championships, Wimbledon (@Wimbledon) gave Stella Artois UK (@StellaArtoisUK) the chance to strengthen its association with one of the most prestigious occasions on the British sporting calendar, and helped it become the most talked-about beer of the summer.
With 64% of tennis enthusiasts taking to Twitter during big matches, @StellaArtoisUK decided to use an In-Stream Sponsorship to tap into the buzz and own the conversation. By placing sponsored content at the start of @Wimbledon live streams and highlight videos, @StellaArtoisUK aligned itself with the best action from the tournament and put the brand at the forefront of viewers’ minds.
Alongside sponsored content, @StellaArtoisUK introduced Conversational Cards to strengthen brand associations and get people talking, as they asked tennis fans to Retweet their views on some of Wimbledon’s most heated debates, such #MurrayMound versus #HenmanHill.
@StellaArtoisUK added the #StellaWimbledon hashtag and a custom clinking beer glass emoji to Promoted Tweets to boost the conversation. While the classic #JoieDeBière hashtag helped to maintain a continental flavour.