2022年ウィンブルドンの#CentreCourt100のASMR

As part of Wimbledon’s innovative approach to reaching new audiences, we launched an immersive ASMR content initiative aimed at tapping into trending content in Japan. The creative project involved a sound engineer capturing the natural, ambient sounds from around Wimbledon’s iconic grounds, SW19, including the rustling of leaves, footsteps on the courts, and the murmur of the crowd. These authentic sounds were paired with looped animations, creating a relaxing and engaging audio-visual experience.

Designed for long-tail value on YouTube, this evergreen content provides a unique way for fans to connect with Wimbledon year-round, well beyond the tournament’s usual coverage. The ASMR format, which has gained significant popularity in Japan, helped the content stand out and resonate with both new and existing audiences in the region.

This creative initiative is part of Wimbledon’s larger investment in unlocking new fanbases in Japan and other international markets. By leveraging the growing interest in ASMR and pairing it with Wimbledon’s rich heritage, we were able to introduce a fresh content format that will continue to engage viewers over time, offering a soothing yet dynamic way to experience the iconic tennis tournament in a new light.