The All Blacks may be favourites for this year’s Rugby World Cup presently under way in Old Blighty, but it’s the Kiwis who appear all set to win the social media ruck and maul, too.
With the competition a mere week old, the All Blacks have been rated the “Most Social Rugby Union” by the Adobe Digital Index (ADI). The survey ranks the competition’s teams based on social mentions, positive sentiment, social following and rankings within world rugby. The Wallabies came second and the Poms were third.
The ADI found that if the Rugby World Cup final was based on fan excitement, the All Blacks would beat the Wallabies, with England beating Argentina to take third place.
The survey also found that beer brand and major sponsor Heineken was the best performing brand of the World Cup thus far. The Dutch brewer’s running an advertising campaign around the event, and has 12,600 followers on its UK Twitter account and 3,600 mentions, an engagement rate of around 29 per cent of its following.
When it came to the offfical Rugby World Cup app, the ADI found that there had been 500,000 downloads thus far and more Apple users had downloaded it than Android users. And it had mostly been downloaded to smartphones rather than tablets, presumably because most people watch matches in front of large TVs or down the pub where lugging a tablet about can be tricky.
Meanwhile, in more World Cup news, All Black captain Richie McCaw has starred in a new campaign for headphones brand Dr Dre titled “The Game Starts Here”.
The ad shows McCaw running against the backdrop of stunning New Zealand landscapes and back to his hometown. The ad has already been viewed almost 3,900,000 times on YouTube.