Reimagining Wimbledon for a new generation through the metaverse
Services
CHALLENGES
We were tasked with creating mass awareness, excitement and uptake for Wimbledon's first move into the metaverse, the Virtual Hill.
As it was Wimbledon's first time in the metaverse, there were no existing content assets. We needed to create content in the moment, using the experience's features to encourage fans to click through from social and enter Wimbledon's virtual world.
SOLUTION
We created #ChampionOfTheHill, a campaign encouraging friendly competition between talent and bringing the adventure of the Virtual Hill into audiences' social feeds.
Launching through Wimbledon's owned Instagram channel, we used the Hill's daily challenges as the foundation of the campaign and briefed six families to immerse their Instagram and TikTok audiences in the experience.
Our creator-led campaign combined real-world talent and their avatars through mixed-media content, positioning the Virtual Hill as a destination fans could experience for themselves. Paid amplification supported the first creator content, helping maximise reach and drive traffic into the experience.
results
3.8m impressions
3k link clicks
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