After the 2018 FIFA World Cup The Perfect Match is back! This time we were interested in another sport, tennis. In fact, we took advantage of the Rolex Paris Masters being held at the Accor Hotels Arena at the end of 2018 with 3 world tennis legends on the bill, Roger Federer, Rafael Nadal and Rafael Nadal and Novak Djokovic. Just like for the World Cup, we are therefore going to offer you a series of articles dealing with the digital strategy of the various sponsors but also with the organizer, namely the French Tennis Federation.Discover our previous article on the use of Facebook ads by the accounts of the tournament and its sponsors: http://www.themetricsfactory.com/2018/11/20/rolex-paris-masters-jeu-set-et-perfect-match/
Instagram stories:
Instagram is the rising platform of this year 2018 with more than one billion monthly users. Its flagship format, stories, allows advertisers and organizers of sports events to share content with their audience on an ephemeral basis, without changing their editorial line in the long term. During the 2018 FIFA World Cup 40% of published content by the sponsors on Instagram were stories. Thanks to our proprietary methodology, we retrieved all the stories made on the Rolex Paris Masters and its sponsors' accounts. This allows us to have an overview of the use of this format by brands, when and with what content.
In total, from October 26 to November 4, 268 stories were created on the accounts of the tournament and its partners, with a peak the day before the start of the main tournament on October 29. The majority of the stories were created by the Rolex Paris Masters and the tournament organizer, namely the French Tennis Federation (FFT). These two accounts represent 90% of the stories analyzed. Of the 16 partners, only 4 of them created content. Vicomte A. highlighted its capsule collection. Ricoh posted photos of the gym during workouts. Head Tennis only highlighted its face Novak Djokovic during his participation in the final of the tournament. Welcome fans, the Accor Hotels account dedicated to the Accor Hotels Arena spectator experience, used two activations through its game “Always on the Run” and “Where is Charlie” with radio presenter Guillaume Pley on November 2.
All these stories were then qualified in order to highlight the type of content offered. Logically, the first 3 categories are linked to the players, the players' entry animations on the court and the “star players” (Djokovic, Federer and Nadal counted separately). We then find “behind the scenes” content shot on the edge of the field or offering content that is not accessible to the public. The games “The Spoiler” and “Court Toujours” represent 23 pieces of content, or 9% of the stories analyzed. There is also content related to the teasing of upcoming matches, the program of the various days, match statistics or the “All in Blue” stand. The other category includes all content other than the promotion of the tournament app, the FFT tennis show or summaries of matches from the semi-finals.
80% of the stories produced contained video content, often a variation of a video posted classically on Instagram but edited in vertical format.
If we analyze the players featured in the stories, we logically find Karen Kachanov in first place with 24 stories, or 9% of the stories analyzed. We then meet the stars Djokovic and Federer, then the French double finalist Herbert-Mahut, much highlighted by the FFT. Rafael Nadal is only 22nd following his retirement before entering the competition.
