Telstra has unveiled a project it has been working on with digital specialist agency R/GA as it looks to “light up the Twitterverse” for State of Origin 3 tomorrow night.
Last month B&T exclusively revealed the digital hotshop, famous for its work with Nike in the US, has been working with the telco since opening its doors in Sydney in January.
The new project, dubbed “Sportsfan Lab”, will see 15 digital media specialists engage live with fans as the action happens at the ANZ Stadium in Sydney, aiming to extend Telstra’s digital engagement.
So far more than eight million Twitter users have interacted with the #FanBattle project across the first two Origin games, with former Origin stars Wendell Sailor and Mark Geyer taking a leading role in the virtual rivalry.
With the series tied at one apiece going into the decider, Telstra’s digital marketing director Nick Adams is confident it can be a bigger hit still, adding: “Having two passionate former Origin players in Mark and Wendell leading the way has really fired up fans.
“It’s a great example of the way social media can add to the experience of live sporting events.”
R/GA Sydney’s Creative Director Josh Rowe added: “This is the culmination of a strategic collaboration between R/GA and Telstra, with the first social response lab we launched earlier this year introducing a unique way to interact with fans live and one-to-one.”
You can see Josh Rowe speak at tomorrow’s Inside Digital event as part of the MAD Professor stream as part of MAD Week. For more info and tickets click the image below.