11 Jul 2013

Never mind Murray: Wimbledon’s best PR stunts

As Wimbledon comes to a close and

11 Jul 2013

As Wimbledon comes to a close and the hype dissipates, we felt it was only right to reflect on the top brand activations from the 2013 tournament. With so many brands fighting for attention, one thing’s for sure – it wasn’t just strawberries and Pimm’s that captured the attention of tennis fans this year. Here’s a selection of our favourite:

Morrison’s ‘Murriwins’

An incredibly simple idea, but very well executed, Morrisons changed its name to ‘Murrisons’ towards the end of June in support of British tennis player Andy Murray. When Murray became Wimbledon champion, they went a step further and changed the name to ‘Murriwins.’

Salmond ’photobombs’ CameronWimbledon PR Stunts

One ‘political stunt’ that didn’t go un-noticed at Wimbledon this year was Alex Salmond waving a Scottish flag behind David Cameron’s head as Andy Murray secured his win. Many are debating whether Salmond is just a massive Murray fan (we doubt it) or whether it had something to do with the Scottish vote in 18 months’ time for an independence referendum. Who knows?

Evian’s Wimbledon Wiggle

Evian really stepped up to the opportunity and launched a number of campaigns and adverts. Their aim was to get shoppers to choose Evian during the Wimbledon season and capture the fun and childlike nature of this campaign. It could be seen in freestanding display units as well as posters in retailers namely, Tesco, Sainsbury’s and Asda.

Evian

As well as its Wimbledon print activity starring Maria Sharapova in an ad placed alongside another featuring an Evian ‘baby’, Evian launched  the fun ‘Wimbledon wiggle’ campaign. A move imitated from the tennis players, the campaign asked for consumers to send in their moves, which were subsequently posted on the official Evian Facebook page.

Their aim was to encourage members of the public to upload their wiggles to get in the mood for the championship. Since the launch celebrities such as Jonathan Ross, Mollie King, Holly Willoughby and hundreds of Evian’s Facebook fans have all had a go at the Wimbledon Wiggle.

Cadburys strawberries and cream

Last but not least, in true Wimbledon style, Cadburys has piggy-backed off the famous fruit and cream combo and released a limited edition strawberries and cream chocolate bar, the classic British summer season taste.

I think it’s fair to say Britain had a great tennis season on the court, and in the brand space. Well done Murray you did us proud!

Image credited to PinkBlue, thanks very much, via Freedigitalphotos.net 

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Chris Norton

Managing Director at Prohibition
Founder of Prohibition, listed in the world's top 30 marketing bloggers and an award winning online PR and crisis management specialist. Co-author of Share This Too.
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