Wimbledon “Cloud Queue Card” HTML5-based Campaign

For the reopening of Wimbledon after COVID, we launched an innovative digital product that brought a cherished Wimbledon tradition to life in China: the queue card. 

As part of the WeChat ecosystem, we created a virtual platform where fans could design and personalise their own queue card using nearly 200 iconic Wimbledon elements – and then share on WeChat’s social wall to friends. 

This digital product allowed Chinese fans to engage with the Wimbledon experience in a unique and interactive way, blending tradition with innovation.

The platform was built with deep fan engagement in mind, offering users the opportunity to create a personalised keepsake while feeling connected to the prestigious event from afar. By leveraging the power of WeChat, we ensured the experience was seamless, mobile-friendly, and accessible to millions of users in China.

This initiative not only showcased Wimbledon as an innovator but also highlighted the potential for evolving fan engagement year-on-year. 

The digital queue card platform stands as a model of how sports traditions can be adapted for digital platforms to reach new audiences globally. 

The success of this activation reinforces Wimbledon’s commitment to international fan engagement and its ability to innovate within the digital space while maintaining cultural relevance across regions.