The Wimbledon Championships of Tennis kick off today, June 29, in Wimbledon (obviously), London.
In years past, this would mean strawberries, Pimm's, immaculate greensward prowled by finely-honed, playboy athletes, watched over by blazered men on very tall chairs with tables on, like they're absolutely enormous babies with a tennis fixation.
That's thanks to car brand Jaguar and its partner, media agency Mindshare. The latter will be strapping GPS-enabled step counters with heart rate monitoring to punters and has also buried sensors around the courts to measure volume levels, crowd movements and, for some reason, "infra-red". Finally, it's monitoring the world's social feeds, taking the temperature of the online conversation around Wimbledon. It's all under the #FeelWimbledon banner.
Head to Jaguar's bespoke Wimbledon website now and you can truly feel the excitement, via the gift of psychedelic, wobbly lines, a bit like playing grids from later versions of the the video game Tempest. Want a more granular view? Move from the Live Feeling view to All Feeling and see how excitement builds on Centre Court, Number 1 Court and "The Hill" (aka Henman Hill, aka Murray Mound).
In short, it's looking like a vintage year for Wimbledon, and a vintage one for graphs, too.
Explaining Jaguar's involvement, Laura Schwab, UK Marketing Director for the iconic British sports car brand, said: "With 500,000 people attending Wimbledon this year, it provides Jaguar with incredible exposure in London, and a fantastic platform to showcase our products, especially the Jaguar XE."
YouTube : https://youtu.be/0C4ujBBlqFM