THE FIFTH were tasked with creating mass awareness, excitement, and uptake of Wimbledon’s first foray into the Metaverse – the Virtual Hill.
As it’s their first time in the Metaverse there were no existing assets so we had to make content in the moment, using the experience’s features to encourage fans to click the link and transform them from the real world into Wimbledon’s virtual one.
Enter #ChampionOfTheHill, a campaign encouraging friendly competition between talent to bring the adventure and excitement of the Virtual Hill to our audience’s feeds.
Launching the activation on Wimbledon’s owned Instagram channel, we used the Hill’s daily challenges as the campaign’s foundations, briefing six families to immerse their Instagram and TikTok followers in the metaverse by exploring the map and completing three consecutive days of challenges to try become #ChampionOfTheHill.
Our content embodied the nature of competition, using mixed media footage to show the talent alongside their avatars in the Metaverse side by side. We also tapped into much of the conversation surrounding Wimbledon and as such positioned the Virtual Hill as a must visit experience for our audience.
With CTA’s to hit the link to visit the Virtual Hill in each upload – alongside a paid approach boosting the first few talent – we ensured that we guaranteed mass reach of our social campaign and, more importantly, people visiting the Virtual Hill build itself to become, #ChampionOfTheHill.