The Wimbledon Coffee Morning show reached over 1 million views in its first series.
During The Championships 2019, the All England Lawn Tennis Club (AELTC) continued its tradition of broadcast innovation by teaming up with Grabyo and LiveWire Sport and to produce an all-new social-first live daily show.
Dubbed the Wimbledon “Coffee Morning”, the new live show was broadcast live to Twitter, YouTube and Facebook every morning during the Fortnight. The show reached over 1 million views.
Coffee Morning was launched to provide a new perspective on the tournament for tennis fans on social media. AELTC was able to capture the attention of vast social audiences with an interactive live video experience that added context to one of 2019’s major sporting events.
Modern sports audiences are looking for content that enriches the viewing experience of major events. Demand has risen sharply for behind the scenes access, insights on player performance and the chance for fans to participate in the viewing experience. By creating shareable events, publishers are able to drive up engagement and video watch times.
Produced by LiveWire Sport and delivered using Grabyo Producer, the Coffee Morning was broadcast on social before play began each day, giving fans a chance to connect with The Championships in the build-up to the match schedule.
Grabyo’s lightweight production platform enabled the show’s producers to mix live and VOD content to include engaging segments such as ‘what you missed’ and the Babolat racquet stringing challenge into each episode.
Designed to engage audiences on each platform, the show was highly interactive. The AELTC and LiveWire Sport leveraged Grabyo’s partnership with social participation platform never.no to run and show the results of live polls on screen, and highlight social comments within the broadcast.
Viewers were encouraged to get involved with the show using the Wimbledon 2019 campaign hashtag #jointhestory. Fans from around the grounds, and at home, posted photos and comments using the hashtag and many of these were displayed during each broadcast.
The Coffee Morning show was a key pillar of AELTC’s live video strategy during The Championships. The AELTC also delivered more than 800 real-time clips to its social channels, Wimbledon.com and the official apps using Grabyo Studio, achieving over 40 million views, and over 80 million social impressions.