The year’s most anticipated tennis tournament is upon us, but even if you can’t be there in person, Wimbledon’s digital strategy is looking to offer the next best thing. To make this happen, Wimbledon is putting video at the centre of its plans.
Wimbledon began using video as part of its digital offering around four years ago, but it wasn’t until last year, when it started working with Brightcove, that it saw the full impact of what video could achieve — gaining over 10 million views during the 2014 tournament.
This year, Wimbledon.com has undergone a major re-design, with a new responsive, content-led layout. This allows for more videos per page, better video filtering, social integration and mobile optimisation.
Working with Brightcove and other tech partners, Wimbledon has upped its game for 2015’s tournament.
Its digital properties will be packed with live scoring data, which historically has attracted 70% of visitors to the site. However, beyond the live scores, there’s a huge amount of information and content on the site that tennis fans will love.
‘Live@Wimbledon’, the tournament’s digital news channel launched last year, is designed to give viewers a real second screen experience. Its goal is to enhance the whole experience for the viewer, showcasing all the behind-the-scenes action you wouldn’t normally see with traditional broadcasters –- including video montages and time-lapse footage from the changing rooms.
Wimbledon also uses footage from live broadcasts, showing key moments around each match, such as the players walking onto court, reactions in the crowd and post-match speeches.
Rights restrictions prevent Wimbledon from streaming whole matches, meaning video content focuses on ‘best of’ and behind-the-scenes moments that will later be used on social channels and VOD.
We’re excited to be part of Wimbledon’s video journey, which now offers the full Wimbledon experience wherever you are in the world. Whether you’re a hard-core tennis fan or you simply enjoy the drama of sport, try Wimbledon.com during this year’s tournament. It’s just like strawberries and cream — the perfect Wimbledon accompaniment!