Wimbledon, The Ashes and The Lions — institutional British sporting events, all running for more than 100 years, and this year we’ve been lucky enough to have all three in one summer.
For marketers, these events have evolved into more than just summer spectacles. Not only are brands tying themselves to these events, but fans are increasingly active via social, voicing their opinions and following their favourites — leading to amplified consumer conversation and increased data available for conversion.
To see how performance on the pitch is reflected in social prowess, Silverpop analysed players’ and brands’ popularity before Wimbledon, The Ashes and The Lions 2013, and then compared it to their social standing post-event. From Joe Root to Andy Murray, here’s an illustrated look at the impact of sporting success for each event:
1) Blog: “The Fight for Attention in Marketing”
2) Infographic: “Baseball 2013: Fandom in a Multichannel World”
3) Blog: “Using Email to Promote Social Channels: A Real-World Example”