Did you wish that you could have felt the English crowd roar as Andy Murray defeated Italian Andreas Seppi on Saturday? Jaguar is trying to place everyone in the crowd at Wimbledon without the hefty price for tickets.
The luxury car company has embarked on a marketing campaign that aims to capture all of the emotions of Wimbledon—dubbed with a hashtag as #FeelWimbledon.
The company has used three different markers to measure the emotions of the Wimbledon crowd—biometric, atmospheric and sociometric.
First, they have given biometric wearables to certain members of the crowd, which measures their heart rate and movement during a match. Here, they are able to determine certain peaks and lows through Jaguar branded wristbands.
The atmospheric measuring comes from sensors located throughout the stadium, which ascertain the movement, energy and heat of the crowd as a whole.
Lastly, Jaguar is watching social media with a close eye by monitoring what topics become trending, such as when Englishman James Ward won his second match of the tournament last week.
All of the information can be found on the Wimbledon’s website, which includes a live graph of the three different measurements.
On Saturday, Jaguar released a video with a recap of their findings from the first week, which is below. They found the crowd to be heavily favoring British players. The atmospheric high came as young Brit Heather Watson nearly upset Serena Williams.
Digital Sport’s Matt Tewhatu interviewed Jaguar Land Rover’s UK Marketing Director Laura Schwab, who noted that this campaign summarizes what Jaguar is hoping to do with their cars—blend feeling with technology.
“The Jaguar brand wanted to work with Wimbledon specifically because everyone knows that Wimbledon is the pinnacle sporting event and they, like us, love their technology. The vehicles have so much technology in them so with the tech they have here at Wimbledon, it’s a real fit,” Schwab said.