We are Tennis By BNP Paribas – a dot brand sponsorship site

Dot brand sponsorship site – Branding, CX and Naming

wearetennis.bnpparibas is a dot brand website that is dedicated to sponsorship of tennis by the french bank BNP Paribas. In a dot brand internet address, the last part of the address, just after the dot,  is the brand name itself,

The site is a perfect illustration of how a dot brand project it at the confluence of Branding, Customer Experience and Naming.

Branding : BNP Paribas and Tennis sponsorship

The site wearetennis dot bnp paribas is an additional brick in the history of BNP Paribas Tennis sponsorship.
The story started in 1973, when the French Tennis Federation asked BNP Paribas to finance the construction of the center court box seats at Roland Garros Stadium. Since then, BNP Paribas is a proud sponsor of the Roland Garros French Open.

image – ina.fr – http://www.dailymotion.com/video/x1069zu_nouveau-stade-roland-garros-archive-video-ina_sport.

BNP Paribas’s tennis sponsorship goes beyond #RolandGarros, as they built a long series of partnerships with tennis tournaments such as Indian Wells, Rome open or WTA Finals in Singapore.

 

Naming : We are tennis – a name used used across media.

Naming consistency

The site wearetennis.bnpparibas associates the brand – bnpparibas – and the concept : we are tennis. BNP Paribas owns their dot brand TLD and could have registered tennis.bnpparibas, that looks much better by many traditional domain investor criteria : shorter, more brandable, unique name, generic, international.

In this case and the association with BNP Paribas, “we are tennis” has more brand value than “tennis”.

We are tennis online media

in 2011, BNP Paribas created We Are Tennis, a platform dedicated to tennis and materialized by :

A website: wearetennis.bnpparibas

A Facebook page:  facebook.com/wearetennis/

A Twitter Feed: twitter.com/WeAreTennis

A Pinterest Page: pinterest.com/wearetennis

A YouTube Channel : youtube.com/wearetennis

We Are Tennis Fan Academy

We Are Tennis Fan Academy is a tennis fan academy that  trains the supporters of the future, and runs ad campaigns during tournaments and events, such as the Davis Cup.

Customer Experience at Wearetennis dot bnpparibas : Gamification, benefits, design

Design

The new website design was launched together with the name wearetennis.bnpparibas just before Roland Garros. The new design is available only in French for the time being.

Old Design

we are tennis dot brand sponsorhip site

New Design

Gamification

After logging in the site – via facebook or by creating a profile – the user starts as a “rookie” and can earn points and rewards to finish as a legend. BNP Paribas customers gain more points, supporting a better customer retention and decreasing churn. Points can also be acquired by referring a new user, making the whole process viral.

The points gained can convert into a certain number of benefits, including tickets to smaller tournaments, or living the final in Roland Garros, in a court equipped with a specific large screen – as a sort of enhanced fan zone – with surprises to come !

Content

The site has extremely rich content around dot brand sponsorship, including live news and results,  editorial content, user generated content, as well as a ticketing system. Over 25’000 pages are referenced by Google.