Reimagined Wimbledon for a new generation through the metaverse
Social Media MarketingSocialChain built the #ChampionOfTheHill talent campaign for Wimbledon's first metaverse experience, the Virtual Hill, delivering 3.8m impressions and 3,000 link clicks.
Case in 60 seconds
Wimbledon was entering the metaverse for the first time with the Virtual Hill, and because there were no existing assets for a first foray, content had to be made in the moment from the experience's own features.
The campaign appears to turn on the pull of competition, because a virtual space with daily challenges gives talent something to win against each other, which converts an unfamiliar build into a contest an audience can follow across three days.
#ChampionOfTheHill framed the Virtual Hill as a title to be won, using friendly competition between talent as the organizing thesis so the adventure and excitement of the experience arrived in audience feeds rather than sitting behind a link.
Launching on Wimbledon's owned Instagram channel, six families were briefed to immerse their Instagram and TikTok followers by exploring the map and completing three consecutive days of the Hill's daily challenges, with mixed media footage showing talent beside their avatars and a call to action on every upload, boosted by paid on the first few talent.
SocialChain reports 3.8m impressions and 3,000 link clicks for the campaign, with the page framing those two figures as the results and giving no cost, conversion or in-experience measure alongside them.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- TikTok
- mixed media footage
Partners
- SocialChain (lead_agency)
Participation mechanic
- Audiences were directed by a call to action in each upload to click the link and visit the Virtual Hill build itself, with the talent's three days of daily challenges modelling what taking part looked like.
Creator role
- six families
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| impressions | 3.8m impressions | impressions |
| link clicks | 3,000 link clicks | traffic |
Why SocialChain's strategy worked
- 1
A launch with no existing assets can be built from the product itself, because filming inside the experience as it runs produces the proof of what the build offers while doubling as the creative.
- 2
Competition between talent gives a multi-day mechanic its return reason, since three consecutive days of challenges only holds attention where there is a standing to follow rather than a repeated invitation.
- 3
Mixed media footage placing talent beside their avatars appears to bridge the credibility gap of a virtual space, because the audience sees the person it already follows inside the environment it is being asked to enter.
- 4
Pairing a brand's owned channel launch with paid support on the earliest talent posts front loads reach, which matters where the campaign objective is traffic into a build rather than passive awareness.
Results
10M+
Views
5M+
Impressions
20K+
New followers
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate