Djokovic sponsors took to Twitter to celebrate his third Wimbledon title, and given the low number of retweets for such big brands, some of them should hire new social media managers and rethink their sponsorship strategy. Let’s have a look at Djokovic sponsors messages on Twitter:
— UNIQLO UK (@UNIQLO_UK) July 13, 2015
— ユニクロ (@UNIQLO_JP) July 13, 2015
— adidas tennis (@adidastennis) July 12, 2015
— Peugeot (@Peugeot) July 13, 2015
— Peugeot (@Peugeot) July 13, 2015
— HEAD Tennis (@head_tennis) July 12, 2015
Congratulations, Novak! Novak Djokovic's astonishing run of success in 2015 continued on Sunday, when he retained… http://t.co/sfgr3EgTZL
— SEIKO (@seikowatches) July 13, 2015
Social media are a really powerful and cheap way to reach fans and consumers, but Uniqlo, adidas, Head and co failed to promote their champion and their product. The number of retweets and favorites is really low (only 3 retweets for Uniqlo UK!) and it’s not really surprising as these tweets share the same flaws:
– bad timing: social media activity reaches his peak during the match and the trophy ceremony, so why wait the next day to react and engage with the fans? That’s what Uniqlo, Peugeot and Seiko did. Peugeot even shared a link to their online game, available only two days later; that really makes no sense.
– bad use of hashtags: no hashtags in Seiko’s tweet, no #Wimbledon hashtag for Uniqlo UK and Head, no #NovakDjokovic hashtag or @djokernole mention by adidas, while Peugeot use #TeamDjoko in the picture but #NoleFam in the message…
– no call to action: only Peugeot shared a link to their online game. Both Uniqlo and adidas should have added a link to their online store, to buy Novak’s outfit and shoes.
– no storytelling: as you can see, Djokovic sponsors (except Seiko) chose a simple message and picture to congratulate their champion: no use of twitter video, vine or gif. Only adidas and Head put a little effort in the image used, while Uniqlo UK’s picture is of such a bad quality you can’t even see clearly the logo on Djokovic jacket. The texts are really bland and Peugeot’s message is quite confusing: “a great opportunity to play on grass”.
— NikeCourt (@NikeTennis) July 11, 2015
The picture shows the swoosh, the “Just do it” slogan and the Nike Court logo, the green color suggests Wimbledon, while the text sums Serena’s Grand Slams wins. Only things missing are #justdoit and #Wimbledon hashtags as well as a link to buy Serena Williams dress or NikeCourt Flare shoes.
The result: 2,200 retweets and 2,700 faves; that’s more than Uniqlo, adidas, Head, Peugeot and Seiko’s numbers combined.
New Balance is in beta mode. New Balance debuted a new brand platform – Always in Beta – the brand’s “promise to relentlessly improve, to never stop pushing and to always strive for more.”
The company’s marketing message centers on the brand’s intent to improve upon the products created in its 100-year-plus history.
That theme will be played out in a new television commercial called The Storm, that follows a young woman pushing through her limits with the help of other athletes, among them tennis players Milos Raonic, Heather Watson and Nicole Gibbs.
It is New Balance’s first global campaign, “an attempt to become a truly international, multisport athletic brand like its rival with the Swoosh.”
While “long known for running shoes and casual footwear”, New Balance has recently branched out into football, baseball, tennis and cricket. New Balance CEO Rob DeMartini said,
“It’s an effort to position our brand up against the biggest in our category in footwear, apparel and accessories and in multiple sports.”
Nike’s “Find Your Fast” campaign brings together some of the planet’s beacons of speed to inspire athletes to run or train for their fastest time this summer. Whether preparing for a first mile or looking to shave seconds or minutes off a personal record, all athletes can get faster.
“Fast in tennis means always being in the point. No matter what an opponent sends my way I can get it. Because you can’t hit what you can’t reach!” – Serena Williams
“Being fast in tennis is everything. If I’m quicker to the ball I’m in greater control and I can exert my will on the match and the opponent. Fast wins matches. I want everything about me on court to be fast.” – Rafael Nadal
New Balance first signed Milos Raonic in 2013. Since then, he has been the face of the New Balance’s men’s tennis push, wearing its footwear and apparel on the court. Last week, it was announced Raonic signed a lifetime contract with the company.
Raonic will star in the firm’s marketing campaigns, which include print, online and in-store initiatives. He is also expected to work with New Balance’s digital teams.
A semifinalist in 2014, Milos will wear classic white polo shirt and shorts at Wimbledon next week. His shoe of choice is the NB 996v2:
Do you think he will win the title this year?
Who will win Wimbledon 2015?
- Roger Federer (36%, 59 Votes)
- Novak Djokovic (31%, 51 Votes)
- Andy Murray (18%, 29 Votes)
- Stan Wawrinka (6%, 10 Votes)
- Rafael Nadal (6%, 9 Votes)
- Kei Nishikori (1%, 2 Votes)
- Milos Raonic (1%, 1 Votes)
- Tomas Berdych (1%, 1 Votes)
- Other (1%, 1 Votes)
- David Ferrer (0%, 0 Votes)
- Marin Cilic (0%, 0 Votes)
Total Voters: 163
A few pictures of Serena Williams‘ welcome reception at the Hotel Royal Monceau in Paris:
Many thanks to Loic!
TAG Heuer ambassadors Maria Sharapova and Kei Nishikori challenged each other in front of the boutique on one of the most famous avenues of Paris, the Champs Elysées. Each player took turns trying to hit targets on the boutique’s storefront window with foam balls. The umpire was none other than Michael Chang, Roland Garros winner in 1989, and Nishikori’s coach. Next, the two champions each coached a team of three children with their swing.
Maria Sharapova et Kei Nishikori ont participé à un événement caritatif organisé par leur sponsor TAG Heuer, lundi soir à Paris. Maria et Kei s’affrontaient pour tenter de toucher le plus de cibles collées sur la devanture du magasin. L’arbitre n’était autre que Michael Chang, vainqueur à Roland Garros en 1989 et entraîneur de Nishikori. Les 2 joueurs ont ensuite aidé les enfants à manier leurs raquettes.