Submitted by Brave Bison

Wimbledon #ChampionOfTheHill Metaverse Creator Campaign

Influencer Marketing

Brave Bison ran a creator-led #ChampionOfTheHill campaign on Instagram and TikTok for Wimbledon's Virtual Hill metaverse experience, which the agency reports generated 3.8M impressions.

3.8MImpressions
3KLink Clicks

Case in 60 seconds

Wimbledon wanted mass awareness and uptake for the Virtual Hill, its first metaverse experience, and because no content assets existed, every piece had to be made in the moment rather than drawn from an archive.

The campaign turns on showing families competing inside the Virtual Hill rather than describing it, because an unfamiliar virtual world is easier to enter once a familiar face has already played there.

#ChampionOfTheHill framed the Virtual Hill as a friendly competition between talent, using the experience's daily challenges as the campaign's spine so that each piece of content also worked as an invitation into the experience.

The campaign launched through Wimbledon's owned Instagram channel, and Brave Bison briefed six families to immerse their Instagram and TikTok audiences in the Hill's daily challenges. Their mixed-media content paired real-world talent with their avatars, while paid amplification supported the first creator content to drive traffic into the experience.

Brave Bison reports 3.8m impressions and 3k link clicks, the second figure being the measure closest to the brief's aim of moving fans from social into Wimbledon's virtual world.

Strategy Breakdown

Wimbledon fans on social, reached through Wimbledon's owned Instagram channel and the Instagram and TikTok audiences of six briefed families, with the aim of moving them into the Virtual Hill.
A first metaverse experience has no audience habit behind it and no archive of content, so awareness had to be built from material made inside the Virtual Hill while the campaign ran.
Wimbledon's owned Instagram channel served as the launch point, which put the brand's own voice behind the Virtual Hill before the families carried it into their feeds.
Pairing real-world talent with their avatars lets an audience see the person it already follows inside the virtual world, which turns watching into a prompt to enter rather than an end in itself.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • Brave Bison
  • SocialChain

Participation mechanic

  • Fans were encouraged to click through from social and enter the Virtual Hill, experiencing for themselves the daily challenges the families competed in.

Results & Evidence

MetricValue
Impressions3.8M impressions
Link Clicks3K link clicks

Why Brave Bison's strategy worked

  1. 1

    When an experience launches with no existing assets, its own features can supply the content, because daily challenges give creators a repeatable brief rather than a single post to fill.

  2. 2

    Casting families rather than individual creators turns participation into friendly competition, which gives an audience a reason to follow the challenge across days rather than watch one post and move on.

  3. 3

    Placing paid support behind the first creator content, rather than spreading it across the run, concentrates spend at the point where a new destination most needs initial traffic.

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