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evian: The Wimbeldon Wiggle case study
1.
evian: The Wimbledon
Wiggle social we are
2.
Wimbledon is a
very civilised affair, full of traditions, ceremony and polite applause social we are
3.
evian wanted to
implement a socially-led campaign to own conversation in a crowded sponsor market
4.
While injecting some
‘Live young’ spirit into the tournament social we are
5.
Since tennis began,
players have made a cheeky booty-shake when awaiting a serve social we are
6.
It’s an easily
recognisable move, that anyone can do, and that evian could own social we are
7.
We decided to
give this shake a name
8.
And turn it
into a socially spread dance move! social we are
9.
Every dance move
must have its own music video
10.
So we created
a 60-second film, featuring an exclusive soundtrack by Tiger Monkey
11.
A Facebook app
allowed fans to upload their own wiggles, and vote for their favourite
12.
In return for
signed Maria Sharapova goodies, and the chance to win VIP Wimbledon tickets social we are
13.
Even celebrities couldn’t
resist joining in social we are
14.
Weird and wonderful
wiggles flooded in
15.
The best were
shown on giant outdoor screens across London
16.
Within days, more
than 80,000 people had wiggled, voted or interacted with evian social we are
17.
The campaign reached
90 million people across social media, online and traditional news channels
18.
19.
We like to
think a new tradition has been born
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