We are pleased to renew our partnership with the French Tennis Federation (FFT) in setting up the Social Media strategy for the French Open, Roland-Garros, following the great success story last year.
For this new edition, the FFT continues to expand its community on Facebook and Twitter the most important growth for a Grand Slam tournament over 1 year.
A strategy in 3 parts
An impressive growth resulting in a brand’s development explained by the head of marketing and communication, Edouard-Vincent Caloni:
“1. Increase the spread of our contents that generate the most engaging experiences with our community.
2. Live the tournament in a digital way for all those who can’t live the experience at the stadium.
3. Boost interactivity with our followers and fans who are present at Roland-Garros.”
A cross-channel campaign
The Roland-Garros Facebook Page focuses on the valuation of the branded content through 5 applications developed with Tigerlily. 2 have their own mobile version (Quiz Roland Garros and # RGPics) to meet the expansion of mobile usage on Facebook and directly interact with people around the tennis courts.
- The Roland-Garros Quiz
Test your knowledge of the tournament through 10 questions..
Vote for the best photo with the Instagram hashtag #RGPics
- Inside the French Open
Behind the scene with web/TV radio and tweets of tennis players.
- Golden Moments
Discover the best moments of the tournament with the most legendary photos and videos of this competition via a Pinterest-like board.
- The official store
Showroom of official products
In addition to its own actions, Roland Garros continues to expand its strategy thanks to special campaigns produced by its official partners..
Roland-Garros stands out as one of the most popular sport events on social media with a unique approach as Edouard-Vincent Caloni explains it: “We build our own way without paying attention to other tournaments. We are closer to what luxury brands, other sports and cultural events do.”
Roland Garros on
Facebook : http://www.facebook.com/RolandGarros
Twitter : https://twitter.com/rolandgarros
Pinterest : http://pinterest.com/rolandgarros/
Google+ : https://plus.google.com/111593059121698900493
Dailymotion : http://www.dailymotion.com/rolandgarros
Instagram : http://www.instagram.com/rolandgarros