Summary of the digital work by the team at Wimbledon and IBM for the 2014 Wimbledon Championship. Delivered by Alexandra Willis at Digital Sport London in July 2014

1. WIMBLEDON 2014
ALEXANDRA WILLIS
@alex_willis

2. “TO BE THE NEXT BEST
THING TO BEING HERE”
"Faced with unprecedented demand in a year of
almost pre-destined success, Wimbledon did not
stand still, developing engaging touch-points to
provide unique access to its iconic brand. A new iPad
app, award nominated website, mobile apps and a
holistic social media strategy brought Wimbledon to
life for 20 million digital users"
“Though the relationship between AELTC and IBM
has been a long one it needs to keep progressing and
developing to continue to be beneficial to both
parties.…Delivering a one year challenging project to
high global acclaim is challenging. Doing it several
years running is harder still.”

3. AMBITIONS FOR 2014
1. A NEW MOBILE APP
2. IMPROVED DIGITAL EXPERIENCE
-IPAD
- WEBSITE
- VIDEO
3. ENHANCED SOCIAL MEDIA
-NEW CONTENT
-BESPOKE ACTIVATIONS
-PHYSICAL & VIRTUAL

4. THE NEW MOBILE APP
 Experience based
design – beauty of
grounds, on-the-go,
ease of use
 Personalised
experience – a tailored
channel unique to you
 Social and live video
integration – seamless
 Predicting and
responding to trends –
aiming for industry
leading 5* apps
1.7M DOWNLOADS

5. IMPROVED iPAD APP
 Experience based
design – beauty of
grounds, more in-
depth richcontent
 Personalised
experience – the
ability to filter
 Live blog and live
video integration –
seamless
 Social Hill –
a first in tennis
400K
DOWNLOADS

6. WIMBLEDON.COM
STILL THE HERO
 Remains a key part of the digital
strategy – users have increased 86x
since 1995
 Still a major focus – 80% of user
base still access the desktop version
 “Beauty” and “heritage” key
aspirations
 Content updated over 140,000
times per day powered by IBM

7. THE DIGITAL NUMBERS
17.1M – UNIQUE USERS (-13%)
63M - VISITS (+17%)
473M – PAGE VIEWS (+9%)
80% - DESKTOP SHARE OF USERS
58% - MOBILE SHARE OF PAGE VIEWS
(m.website & apps)
1.3M – LIVE @ WIMBLEDON TV
5.5M – LIVE @ WIMBLEDON RADIO
7.2M – VIDEO VIEWS
UK, US, AUSTRALIA, CANADA – TOP COUNTRIES
An interesting story... M. (mobile website)
-25% up on unique visitors, 39% up on
visits, 41% up on page views
-> underrated?

8. SOCIAL MEDIA  Show the lighter side of
Wimbledon
 Social media volumes are
increasing exponentially –
100% Y2Y 2012 to 2013
 Understanding and
responding to fan
interested in real time:
 Creates a more
engaging and relevant
experience on owned
channels
 Attracts a new audience
demographic
TOTAL AUDIENCE 4.5M

9. IMPROVED CONTENT
 Dedicated person per platform creating tailored content for
each channel to be at the heart of the social conversation
 Pictures, pictures, pictures
 Providing relevant, useful, unique information
 Real-time video sharing with Grabyo to drive tune-in
 Q&As & talent partnerships
 Andy Murray digigraph
 Kvitova, Watson, Dolgopolov, Dimitrov Q&As
 Sharapova, Li Na sharing
 Bespoke activations
 Twitter - #Queueselfie (1.2K tweets)
 Google+ - #MyWimbledon (8.5M impressions)
 Facebook / Instagram - instastop

10. VIDEO CLIPS WITH GRABYO

11. IMRVED CONTENT

12. ANDY MURRAY DIGIGRAPH
7.2K Tweets
5K Activations

13. HILL V WORLD
 Joining digital with physical
 Ask the Hill a question & compare
their answer with the World
 10K tweets
 Available as a responsive design
across all digital platforms

14. @WIMBLEDON TOPIARY IN THE QUEUE

15. SOCIAL MEDIA COMMAND CENTRE
 Practical tool providing real-time insights into the current focus of
world wide conversation - source of content
 Supporting a virtuous circle of continuously monitoring and

16. @WIMBLEDON TOPIARY IN THE QUEUE

17. WHAT NEXT?
 Not standing still
 Increasingly ‘mobile first’
 But not neglecting desktop
 Rising above the noise
 Transferring audiences
 Onsite experience & connectivity

18. THANK YOU
ALEXANDRA WILLIS
@alex_willis