Choose speciality channel:   Choose sector channel:     Search the site

Case Studies

 

How Threepipe Sport used ‘art’ to promote the ATP World Tour Finals

How Threepipe Sport used ‘art’ to promote the ATP World Tour Finals

Background:

A campaign to promote The Barclays ATP World Tour Finals, in which the world’s best tennis players created unique self-portraits which were used to generate high-profile media coverage and social media content in the UK and internationally. The campaign aimed to help the ATP to meet its commercial objectives for the event and raise over $127,000 (£78,775) for charity in the process.

Challenge

• Create an impactful PR campaign to promote the Barclays ATP World Tour Finals (BATPWTF) at The O2 in the two month build up to the event

• Engage the target market through positive editorial coverage in national, sport and lifestyle media and through engaging digital and social media content

• Generate media coverage with a reach of 50m, to help drive awareness and interest, showcase the eight qualified players, and support ticket sales

• Help to deliver over 100,000 unique users to the ATP website

• Help to deliver over 250,000 ticket sales for the event

• Provide content for international PR exploitation

Strategy

• The greatest asset for the campaign was the players themselves, with globally recognised stars such as Federer, Nadal and Murray qualifying for the tournament

• With extremely limited access to the players throughout the campaign, we needed a creative idea that would harness their global appeal and provide an ongoing platform for media coverage and online content, without relying on constant access for media interviews. We also wanted to create something to engage tennis fans in its own right, giving them a reason to visit the campaign website and to visit the O2 during the Barclays ATP World Tour Finals

• Our idea was “The Art of Tennis”, in which each qualifying player was challenged to create a selfportrait using just his racquet, tennis balls and a pot of paint, in a process that took just 20 minutes per player. This resulted in a collection of unique artworks from the world’s top eight players

• As each player qualified for the Finals and created his portrait, selected media interviews took place, delivering coverage in a range of UK and international media in the crucial two month build up to the tournament

Implementation

• Imagery of the portraits and was provided to selected media on an exclusive basis as each player qualified, with links driving consumers to the ATP website for more content, including behind-the-scenes video of the artwork being created

• Social media was a key channel, with Facebook, YouTube and Twitter all being used to engage with consumers and to distribute campaign content. Influential bloggers were also identified as a key audience and supplied with content, while the players
themselves were encouraged to tweet to their large number of followers

• A week before the tournament began, the portraits were displayed in a London gallery, bringing the campaign into the real world and giving fans the chance to view them up close, while also providing us with a further angle for media coverage to promote the tournament. As the event began at the O2, the portraits were put on display at the venue, along with a facility for fans to have a go at creating their own version

• Throughout the month of November, in the build up to and during the tournament, each player’s artwork was auctioned online for charity. Once again, this provided great content for additional media coverage and online engagement

Results:


Attendance & Viewing:

• 253,123 fans attended the Barclays ATP World Tour Finals
(vs. a target of 250,000)

• BBC live audience peaked at 2.9m (Nadal v. Murray)

Media Coverage:

• 92 pieces in the UK with a total of 172m impacts

• 67% of media drove people to the ATP website

• The story and imagery was picked up internationally
(France, Germany, Spain, India, Spain, Sweden,
Switzerland and the US)
Digital Content:

• 129,247 page views (115,548 unique) of Art of Tennis
website

• Over 56,000 views of Art of Tennis video on YouTube

• 20,653 plays of video content on ATP website

• 47,397 views of campaign editorial on ATP website

• Twitter mentions and Retweets reached over 300,000
followers

• Over 2,700 Facebook likes and 400 comments around
Art of Tennis content

Charity Auction:

• Over 66,000 click-throughs to Ebay auction pages

• 662 bids in total, raising $127,755 (£79,253) for charity



AJR
coupon for free viagra site prescriptions coupons
viagra discounts coupons prescription discount coupons viagra coupons printable
free prescription drug cards cialis coupons and discounts free cialis coupons
prescription coupon card open prescription savings card
bystolic coupon 2014 generic bystolic alternative
discount coupon abortion pills over the counter surgical abortion
metformin and ketogenic metformin and ketogenic metformin and ketogenic
progesterone hormone pills progesterone hormone pills progesterone hormone pills
forest laboratories patient assistance read forest patient assistance
gabapentin with liver disease gabapentin with liver disease gabapentin with liver disease
gabapentin and hydrocodone high gabapentin and hydrocodone high gabapentin and hydrocodone high
bystolic manufacturer coupon does bystolic have a generic bystolic coupon 2014
coupon cialis prescription drug discount cards free prescription drug cards
cialis coupons and discounts read cialis.com coupon
aida kreuzfahrt twodrunkmoms.com aida angebote
renova blog.pelagicfm.com renovation vejle
prescriptions coupons cialis savings and coupons online cialis coupons

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.