During Wimbledon 2013, Adidas UK have been running their #hitthewinner campaign – a competition on Twitter in which fans guess the on-court location of Andy’s winning points.
It also led to Adidas UK’s most popular mention on Twitter in months:
Today has arrived. Support me, follow @adidasuk and play #hitthewinner. If I win, you could win signed prizes. (£)
— Andy Murray (@andy_murray) July 7, 2013
The #hitthewinner campaign contributed to Adidas UK’s Twitter account increasing its number of followers by 11.5% in the 7 days before and during Andy’s win at Wimbledon (approx: 247663 followers on June 30 2013, increasing to 276140 on July 7th).
After Wimbledon, Adidas have taken the competition beyond the tennis court – “Andy Murray has #hitthewinner and it has landed somewhere in London! Find the signed ball and it’s yours! Go!”
Also worthy of a mention: Twitter UK says – “Wimbledon 2013: How Andy Murray beat Novak Djokovic on Twitter too” – and point to Andy getting many more mentions on Twitter than his opponent. Mentions are important – it’s active engagement – but Novak Djokovic with 2,099,975 Twitter followers is still more popular than Andy Murray (1,941,148 followers).
However, if Murray maintains his current form, surely Twitter is another arena in which he’ll surpass the formidable Djokovic.
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