Sponsors celebrate Djokovic Wimbledon success on Twitter
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
Congratulations to our brand ambassador, @DjokerNole on his third Wimbledon title. What a champion! pic.twitter.com/BJc7gGg4I4
— UNIQLO UK (@UNIQLO_UK) July 13, 2015
全英オープンテニス2015の男子シングルス部門で、ノバク・ジョコビッチ選手( @DjokerNole ) が優勝しました！ジョコビッチ選手は、昨年に続く2連覇を達成です。おめでとうございます！！#Wimbledon pic.twitter.com/sBW2Pg6pCl
— ユニクロ (@UNIQLO_JP) July 13, 2015
adidas
The perfect match. #Barricade X Novak. #Wimbledon #ImpactTheGame pic.twitter.com/8U45WXKCwo
— adidas tennis (@adidastennis) July 12, 2015
Peugeot
Congrats @DjokerNole for this 3rd #Wimbledon title: on every surface, sport gives us our best emotions! #NoleFam pic.twitter.com/at7JpGI8XS
— Peugeot (@Peugeot) July 13, 2015
Well done @djokernole for your victory at #Wimbledon ! New game available on Wednesday on http://t.co/c7kYmQr8fr ! pic.twitter.com/r3zFtzaexj
— Peugeot (@Peugeot) July 13, 2015
Head
Title defended! Congratulations @DjokerNole – 2015 Wimbledon champion. #gameraiser #TeamHEAD pic.twitter.com/OxPJJ8hyyh
— HEAD Tennis (@head_tennis) July 12, 2015
Seiko
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”.
On the contrary, Nike did a really good job with their Serena Williams celebratory tweet:
Things start to get interesting at 21. @serenawilliams #nikecourt pic.twitter.com/fK8f2C86UL
— 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.
Also read:
adidas and Novak Djokovic: the one that got away
Social media, the star of Wimbledon 2014
Twitter and Wimbledon 2014: what have the players been up to?
