Jaguar, the official car of Wimbledon, is using biometrics and sociometrics in a campaign called #FeelWimbledon that provides real-time mood analysis.
The official partner of the self-styled ‘Greatest Grand Slam’ has dished out wristbands with biometric sensors to tennis fans at the All England Lawn Tennis Club to explore and showcase their emotional disposition.
These link to a set of pre-placed, built in-ground sensors that monitor the live energy around the courts thus enabling the brand to track fan sentiment.
The system measures crowd movement, audio levels and heart rate data and collates this with sociometric tracking from social media to create a ‘live mood picture’.
Thus enabling fans to access daily live Wimbledon mood and emotion feed via the car brand’s own social media channels.
The campaign, being promoting by an online spot, runs with the explanatory tagline: ‘Pulse Racing. Breathtaking. History Making. Jaguar at The Championships. Experience Wimbledon like never before, as we capture all the emotion, as it happens. #FeelWimbledon’
Fans and consumers are encouraged to explore the mood via the campaign’s digital hub at www.feelwimbledon.co.uk and/or via jaguar’s Twitter feed at www.twitter.com/jaguaruk.
The campaign is running across Jaguar’s social channels – including Twitter,
This year we're measuring the emotion of The Championships. Discover more here. #FeelWimbledon
https://t.co/QIZ9KFiDPq
— Jaguar UK (@JaguarUK) June 28, 2015
daily YouTube mood summary clips,
and its recently launched Instagram channel
Jaguar UK Instagram launches to coincide with the campaign
The campaign was initially teased at Jaguar’s pre-Wimbledon party with the Women’s Tennis Association (WTA) – which included a biometric purple carpet at the Kensington Roof Gardens entrance for the celebs and tennis stars to enter over.
This bioreactive carpet included a sensor screen and came in harness with motion capture technology and audio sensors placed at key locations (such as the fan zone and the press area) to monitor the mood of the guests.
Together these measured reaction to the women tennis players and other celebrities and VIP guests and the results were then shown live on a giant screen.
Jaguar is working on the campaign with agency Mindshare UK, in harness with creative tech from digital agency Maido and data analysis by Lightwave
The initiative drives awareness of both the brand and specifically its new Jaguar XE sports saloon.
‘Wimbledon evokes lots of emotions and captures our imaginations in so many different ways, so we’re very excited to celebrate what makes Wimbledon so special,’ explains Jaguar Land Rover’s UK marketing director Laura Schwab.
‘With 500,000 people attending Wimbledon this year, it provides Jaguar with incredible exposure in London, and a fantastic platform to showcase our products, especially the Jaguar XE.’
Comment
Capturing real time data through wearable technology is clearly a growing activation trend – from getting closer to a sport (like Foxtel’s ‘Alert Shirt’ to creating art like Porsche’s ‘The Thrill Visualised’.
But perhaps the more innovative strand with #FeelWimbledon is collating this data with social media sociemetrics.
It certainly carries a technically sophisticated message and brings alive Jaguar’s dedication to mood enhancement (and the partnership fit makes sense as it aligns two quintessentially British premium brands).
This is the brand’s first big year for Wimbledon activation – after it signed its official car partnership deal back on 21 April.
That announcement itself was trumpeted via an online spot fronted by twin Jaguar ambassadors Tim Henman and Jose Mourinho (complete with a ‘special one’ joke).
Jaguar and Land Rover are supplying 170 luxury and high performance vehicles to support tournament operations – including the new Jaguar XE and XF, as well as successful XF Sportbrake and XJ models will be seen in London at this year’s Championships.
Pulses race as Jaguar arrives at @Wimbledon – The Official Car of the greatest Grand Slam. #FeelWimbledon pic.twitter.com/A5rQQUN2bI
— Jaguar UK (@JaguarUK) June 28, 2015
Links
Jaguar Feel Wimbledon Website:
http://jaguar.wimbledon.com/en_GB/wrapper/jlr.html
Jaguar Twitter
Jaguar Website UK:
Jaguar Website:
Jaguar Facebook:
http://www.facebook.com/Jaguar
Jaguar Twitter:
Jaguar Instagram:
Wimbledon YouTube:
https://www.youtube.com/user/Wimbledon
Wimbledon Facebook:
Wimbledon Twitter:
Wimbledon Snapchat:
Add ‘Wimbledon’
Wimbledon Google+:
Wimbledon Website:
Mindshare UK:
http://www.mindshareworld.com/uk/
Maido:
Lightwave:
