EXCLUSIVE: Australian Rugby is set to launch a Facebook-based Rugby Rewards program which aims to foster team advocacy ahead of the British & Irish Lions Tour.
Rugby Rewards is a digital engagement program which recognises and rewards fans for their support for Australian Rugby and the Qantas Wallabies.
It was first launched in 2011 as an initiative to capture the support for the Qantas Wallabies during the last Rugby World Cup.
This year the program will aim to encapsulate the atmosphere of the British & Irish Lions Tour and features a search for the Qantas Wallabies Ultimate Fan. It will act as a platform to observe and encourage interaction and activity amongst fans.
The Facebook app will allow users to earn points by supporting the Qantas Wallabies and engaging as a fan in multiple ways, including:
· Following the Qantas Wallabies social media accounts;
· Buying tickets to the Qantas Wallabies v Lions Test matches;
· Purchasing Qantas Wallabies official merchandise;
· Watching ARUTV video content; and
· Playing Rugby-related social media games.
There are a Rugby-related prizes up for grabs, including a spot on the Ultimate Team, but this year fans will also vie for the chance to be crowned the Qantas Wallabies 2013 Ultimate Fan.
The new Rugby Rewards program will also feature a map which tracks and displays fans’ social media updates, including tweets and check-ins, as they happen across Australia.
The map will highlight fans’ activities throughout this year’s British & Irish Lions Tour, demonstrating which Australian cities and supporters are the most vocal.
It will also show how many fans have checked into the stadiums for the Lions matches and pin point where the majority of Qantas Wallabies and Lions fans are experiencing the Tour.
The 2013 Rugby Rewards program was created by Sydney-based agencies, Pixolut and Ikon in consultation with ARU.
Pixolut’s Senior Account Manager Rob Grogan said: “It’s a privilege to be able to create a digital experience that will inspire and unite Australian Rugby fans, especially for a Tour of the magnitude of the British & Irish Lions.”
Last year’s highest points earners won the experience of a lifetime as the first XV on the Ultimate Team. The team was awarded a variety of Qantas Wallabies partner offers, including Sportscraft clothing, a personalised Qantas Wallabies KooGa jersey and their own table at the 2012 John Eales Medal Awards night.
This year’s 15 Ultimate Team members and the 2013 Qantas Wallabies Ultimate Fan will be announced following The British & Irish Lions Tour.
Fans can register for the program by logging into Facebook and visiting apps.facebook.com/rugbyrewardsaru.
Pixolut managing director Joe Cincotta will be speaking at the Inside Series – Digital and Mobile event in Sydney during MAD Week. To find out more details, click here.