evian: The Wimbledon Wiggle

social we are

Wimbledon is a very civilised affair, full of traditions, ceremony and polite applause

social we are

evian wanted to implement a socially-led campaign to own conversation in a crowded sponsor market

While injecting some ‘Live young’ spirit into the tournament

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Since tennis began, players have made a cheeky booty-shake when awaiting a serve

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It’s an easily recognisable move, that anyone can do, and that evian could own

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We decided to give this shake a name

And turn it into a socially spread dance move!

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Every dance move must have its own music video

So we created a 60-second film, featuring an exclusive soundtrack by Tiger Monkey

A Facebook app allowed fans to upload their own wiggles, and vote for their favourite

In return for signed Maria Sharapova goodies, and the chance to win VIP Wimbledon tickets

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Even celebrities couldn’t resist joining in

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Weird and wonderful wiggles flooded in

The best were shown on giant outdoor screens across London

Within days, more than 80,000 people had wiggled, voted or interacted with evian

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The campaign reached 90 million people across social media, online and traditional news channels

We like to think a new tradition has been born