Nothing says “Wimbledon” like a tall glass of Pimm’s on ice, some Roger-love and all the Aussies bowing-out in the first round.
So it should come as no surprise that the traditional English drink – often served with cucumber, mint and constant rain – was the most talked about brand on digital media during this year’s Wimbledon – and it wasn’t even a sponsor!
According to advertising solutions company Amobee Brand Intelligence, the famous British drink beat the official paid sponsor IBM by two and a half times when it came to social media messages, tweets and the likes. It was ahead of other paid sponsors such as HSBC by as much as 80 per cent.
The brand was arguably helped along by British tennis player Andy Murray’s mother who tweeted about the “foliage” in her Pimm’s in reference to an overly enthusiastic bartender’s liberal use of mint.
Pimm’s also tweeted throughout the two-week tournament reminding Wimbledon goers it was “Pimm’s O’Clock”.
According to Amobee Brand intelligence after Pimm’s and IBM the next most talked about brand was Ralph Lauren, (car marker) Jaguar, Rolex and HSBC.
The most active brands on Twitter during Wimbledon were Jaguar (7910 tweets), Evian (7870 tweets), IBM (6768) and Robinsons cordial (2970 tweets).
When it came to the actual players, crowd favourite Roger Federer dominated the twittersphere with 285,200 social mentions. He was followed by women’s champion Serena Williams (624,900) and local hometown here Andy Murray with 260,100.