Pimm’s Cups have long been a Wimbledon favorite (much like Mint Juleps at the Kentucky Derby… with Buffalo Trace) but this year the brand took things to the next level and set up a bunch of events that had everyone, er, buzzing. The strategy seemingly paid off with a 317% increase in social media engagement and the most overall volume amongst sponsors.

Meanwhile, Roger Federer took the title of men’s singles winner and social media champion with 7,640,798 total engagements. For the women, Garbine Muguruza won the trophy on the grass and on social with 1,374,832. (Reminder though, social media cannot predict sport outcomes… or can it?)

For brands and athletes alike, generating revenue requires success in competition and triumph on social media. (That’s why LeBron James still trumps Stephen Curry on sponsorships.) So let this be a reminder of the multi-screen marketing imperative.

Now pour yourself a Summer Pimm’s and enjoy the rest of 4C’s Insights.

Read the rest of 4C’s Insights Volume 65 here.

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