TENNIS AUSTRALIA SERVES UP TENNIS AND ESPORTS CONTENT DURING 2020 TOURNAMENT
Over 82 millions views on Australian Open social channels during the tournament
Building on the success of 2019, Tennis Australia developed their digital strategy to deliver fan-first social content throughout the tournament. Using a combination of real-time tennis and esports content, Tennis Australia delivered content to fans all over the world.
The content was served to fans directly from the court, using highlights and clips from matches. Including highlights from both on and off the court allowed Tennis Australia to reach a wider audience, tennis fanatics, and sports fans.
Part of the strategy for the 2020 tournament was the return of Summer Smash featuring Fornite, a two day eSports tournament held on the last weekend of the Australian Open. This element of the strategy allowed Tennis Australia to expand its reach and appeal to fans of both tennis and gaming worlds with sports and esports content. Clips were made from the live stream on YouTube and Twitch by the digital team and published on social channels. Fans never missed a moment from Melbourne.
Using Grabyo to clip, edit and share the key moments from the tournament and the Summer Smash, Tennis Australia reached over 15 million people, achieving over 82 million views.
The Nadal clip was one of the most-viewed throughout the tournament with over 5 million views on Youtube. Tennis Australia reacted quickly to serve the growing number of fans who use social media to engage with the moments outside of match action. To supplement the in-match highlights and replays, the fan experience was enriched with interviews and press conferences.
For the first time, a player concierge was created to deliver on-demand content directly to players. Players could review their performance, and share their experience on their own social accounts directly with their fans. Increasing the reach of the tournament to an engaged target audience.
Other popular off-court pieces of content were clips of Nick Kyrgios wearing a Lakers jersey in tribute to Kobe Bryant, Naomi Osaka breaking the net with a serve, and Novak Djokovic taking a ‘walk and talk’ interview while eating a celebratory tub of ice-cream.
Using a combination of live match clips, highlights and esports content, Tennis Australia achieved over 82 million viewers on Australian Open social channels. Reacting quickly and being the first to market ensured the Tennis Australia channels were the go-to for all of the tournament content.