Evian’s US Open Tennis Activation Creates a Racket on Instagram
Sports sponsorship activations can be limited by the square footage of a stadium or arena. But social media enables brands’ investments to soar way beyond the fences. To shake up its 27-year sponsorship of tennis’ U.S. Open, Evian served up a series of live and social media strategies that transformed every touchpoint at the tournament into a socially shareable moment.
The program kicked off with the first-ever Evian Wood Racquet Cup, a standalone tournament and event where teams from corporate influencers like The New York Times, Facebook and Flavorpill ate, drank, and competed on the court. Next up, the brand hosted an exclusive live Q&A for its Facebook fans with tennis superstar Maria Sharapova. The program culminated with the U.S. Open Instawalk, a photo-sharing program that invited New York’s most-followed Instagram photographers to take a private tour of the stadium and then share their snapshots with their 600,000 followers. The content was pushed to Twitter and the National Tennis Center’s giant video board, which opened up the engagement to tennis fans who posted and shared with their networks.
The campaign had garnered 4.3 million impressions and sparked 37.9 percent growth for Evian’s Instagram account.