Roger Federer generating social buzz at Australian Open 2015

Digital Marketing

Michelle Gautrin, Senior Social Media Strategist, Digital Marketing, APAC, Adobe Systems @mgautrin

As the Australian Open kicks off, the Swiss tennis legend, Roger Federer, is all the buzz on social. Eclipsing his 1000th career win, Federer is generating 2.5 times more social buzz now than he did leading up to Wimbledon.

Roger Federer social buzz

Using data from Adobe’s Marketing Cloud Solutions leveraging Adobe Social to take the pulse of tennis fans ahead of the Australian Open Tennis, Adobe Digital Index analysed more than 2.5 million social mentions of the tournament across various social platforms.

While interest in Federer was high in the lead up to the tournament, not even he could eclipse the status of the world’s number 5 player, Serbian Ana Ivanovic, who attracted more buzz in the 30 days.

social buzz wimbledon vs australian open

Although the Australian Open only has half the buzz that Wimbledon had leading up to the event, social buzz share related to anticipation is more than 3 times higher for Australian Open than it was for Wimbledon. In addition, mentions related to surprise were 2 times higher than Wimbledon as well.

australian open sentiment

Wondering where all the buzz is coming from? Interestingly, Australia isn’t the top country buzzing about the annual tennis tournament. Instead, the U.S. takes the lead, followed by Australia and the U.K while India is also heavily engaged with the tournament. Within Australia, the state of Victoria is producing the largest share of social buzz with Queensland close behind.


Australian open - geo split

Adobe Digital Index projects that social media buzz surrounding the Australian Open will continue to rise as the stars of tennis seek to start their 2015 seasons off with a strong result.

Digital Marketing

Posted on 01-20-2015

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