Event TV: Jaguar's #FeelWimbledon campaign measures audience emotion

Jaguar, the official car of The Championships, Wimbledon, officially launched its #FeelWimbledon campaign yesterday (29 June).

Jaguar will use a range of technologies to measure audience emotion during Wimbledon
Jaguar will use a range of technologies to measure audience emotion during Wimbledon

The #FeelWimbledon concept involves the use of sensors that analyse the excitement of the crowd throughout the two-week tennis tournament.

Select members of the crowd will be given biometric wristbands that capture their heart rate, movement and location around the grounds. Meanwhile atmospheric in-ground sensors will be used to collate crowd movement, audio levels and infrared.

The brand is also utilising sociometric tracking, which involves an anaylsis of the conversations among tennis fans around the world on social media platforms including Facebook, Twitter and Instagram.

Live updates of the mood and crowd emotions at Wimbledon will be available for viewing via Jaguar’s UK-based social media channels, as well as the #FeelWimbledon website.  

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."

Mick Desmond, commercial director at the All England Lawn Tennis and Croquet Club, added: "Jaguar’s #FeelWimbledon campaign supports our commitment to communicate with our fanbase and ensure the best possible brand experience for supporters attending The Championships, watching at home, or engaging via our digital channels and on social media."

Jaguar gave fans and guests a taste of its Wimbledon campaign at the Women's Tennis Association's pre-Wimbledon party last Thursday (25 June), where it devised a bio-reactive purple carpet that analysed the energy from the event

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