Major sporting events can attract a stream of sponsors, each claiming their spot in centre court. Stella Artois, the official beer sponsor of the tournament, is teaming up with Twitter, using its real-time sponsored video content to get game, set and match over the myriad sponsors.
Tennis puns aside, Stella Artois is hoping that targeting exclusive snippets of video content to people discussing the event on Twitter will boost engagement of its sponsorship.
The clips will focus on behind-the-scenes non-match content that usually only those at the event would see, including the staff, the racquet stringer or the trophy engraver.
The content is sent from the Wimbledon Twitter account and features a short pre-roll video by Stella Artois.
Commenting on the activity, Phil Pick, director of consumer connections, Europe at AB Inbev, said: "We have been marking our role as official beer of The Championships with a variety of activities which gets tennis and beer fans alike actively involved in the tennis fever which hits the UK each year for Wimbledon.
"As a part of this, we are thrilled to bring enhanced content to our social media fans through the Twitter Amplify partnership; giving them an additional opportunity to get caught up in the spirit of the tournament," he added.
Speaking to Marketing, Glenn Brown, senior director of Twitter Amplify, said the strategy works well for brands as they are associated with events as they happen, which is when people are most receptive.
A key part is it's about video but it's also about video as part of a live conversation
"A key part is it's about video but it's also about video as part of a live conversation. We know every year, for example, that there are conversation surges around the European Music Awards. If you inject a video, Viacom in this instance, as it surges in real-time then it gets most impact. The brand also gets the most recognition and users are at their most emotional peak when they see the video," he said.
Twitter is bolstering its investment in video and now has multiple video-led products including short-form video service Vine and livestream service Periscope. Last month, Twitter launched an autoplay function into its service, meaning every video will play in-feed without the user pressing play.