Jaguar has marked its first year as the official car sponsor of Wimbledon with a social media campaign that uses wearable technology and court sensors to measure the mood and emotion of the crowd.
Throughout the tournament Jaguar is selecting spectators to wear biometric wristbands that will capture heart rate, movement and location around the grounds.
Atmospheric, in-ground sensors will monitor the energy around the courts by collating data on crowd movement, audio levels and infrared.
Finally, sociometric tracking will follow the conversation amongst fans around the world on Facebook, Twitter and Instagram to provide greater insight into the sentiment at any given moment.
The insights will be pushed out across Jaguar's social channels using the hashtag #FeelWimbledon.
Laura Schwab, UK marketing director at Jaguar Land Rover, said: “Wimbledon evokes lots of emotions and captures our imaginations in so many different ways, so we’re very excited to celebrate what makes Wimbledon so special through our #FeelWimbledon campaign.
“With 500,000 people attending Wimbledon this year, it provides Jaguar with incredible exposure in London, and a fantastic platform to showcase our products, especially the Jaguar XE.”
The sponsorship has seen Jaguar Land Rover supply 170 luxury vehicles to support tournament operations.
The brand has worked with Mindshare on the campaign, alongside creative tech partner Maido and Lightwave, which has managed the wearables element of the activity.
It comes amid a wider effort from the All England Lawn Tennis Club (AELTC) to embrace new digital technologies and social media. The Drum recently spoke to Wimbledon’s digital boss Alexandra Willis on how it is using Periscope, iBeacons, Snapchat, and IBM’s Watson to enhance the fan experience.