During the last week of the Wimbledon Championships, through July 4, tournament sponsor Evian and agency We Are Social turned tennis fans' tweets into mini music videos.
The brand encouraged fans to tweet about Wimbledon to @evianwater, using the hashtag #LetsPlay.
Some of the tweets from around the world were made into music videos featuring a cappella group Vive Vocals, and sent back to the sender and out into the social sphere via Twitter and Vine. Some tweeters won Wimbledon "goodie bags" from Evian.
#LetsPlay continued the musical theme of this summer's iteration of Evian's ongoing "Live Young" campaign, which features a Rizzle Kicks music video tribute to tennis star Maria Sharapova, the brand's global ambassador. The video has drawn nearly 1.45 million views on YouTube since it was uploaded on June 24.
The interactive #LetsPlay campaign was designed to tap into the "tennis fever" on social media, said Evian senior brand manager Sophie Allard. The Wimbledon sponsorship is the brand's biggest event of the year.