During the Wimbledon and US Open tournaments, Movistar wanted to create an unforgettable brand experience that connected with tennis fans. With the MultiBall system, they launched the “Twitter Challenge” at their flagship store in Barcelona. Blending tennis, technology, and social media they offered their customers and tennis fans an interactive activation.
Engaging Fans with a Digital Twist
Fans used a tennis racket to hit virtual letters and send supportive messages to Rafael Nadal. With pre-arranged phrases and emojis or a keyboard projected to the wall, players could tweet and even get a retweet from Nadal himself. The experience attracted a wide range of visitors, driving significant engagement during the tennis season.
In just 20 days, the campaign generated over 160 hours of playtime and attracted thousands of spectators. More than 10,000 interactions on social media boosted Movistar’s reach to over 50,000 people, making the campaign a standout activation during both tournaments.
The campaign’s success led to its expansion to Movistar’s headquarters in Madrid, amplifying its impact. By merging physical activity with digital engagement, Movistar created an experience that fans could share with their networks and feel a part of.
Even Rafael Nadal himself loved the experience so much that a MultiBall system with a custom game is now a permanent part of the Rafael Nadal Academy and Museum in Mallorca.
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