Learn A Thing Or Two About Social Marketing From The Rugby World Cup
As well as being a hard-hitting sport on the ground, the latest Rugby World Cup has proved it’s also a hard-hitting sport on social media as well. Here social media marketing platform Hootsuite shows six lessons that can be learnt from the game.
Is there any sport more social than Rugby? It is widely regarded as one of the toughest games on the planet and its high-speed, hard-hitting nature earned it the moniker of “a hooligan’s sport played by gentlemen”. But rugby also offers one of the most fun-loving, welcoming atmospheres on the global sports landscape and social media is playing a growing part in the sport’s success. With the 2015 Rugby World Cup in full swing, we look at some social media campaigns and marketing lessons from #RWC2015, the six-week celebration of all things rugby.
Social is the new (All) Black
@AllBlacks : 515K Twitter followers
Facebook : 3.2 million likes
With the New Zealand All Blacks, people expect the absolute best when it comes to rugby—including on social media. The New Zealand All Blacks are the number one ranked team in the world and have built a reputation as the most dominant rugby nation in history. They are the gold standard in rugby and their social media performance isn’t far behind.
While not entirely focused on the 2015 Rugby World Cup, the social media elements of the All Blacks ‘We Belong’ campaign are a perfect mix of Kiwi culture and digital design. Their social media strategy is meant to reach broad audiences and they have been successfully increasing their international fan following with the hashtag #TeamAllBlacks.
The ‘We Belong’ campaign uses culturally inclusive messaging and multiple social media touch points to draw people together around sport and cultural diversity, traits so characteristic of the tiny nation. In order to ‘belong’ to #TeamAllBlacks, users are simply asked to sign on using one of four simple methods. The All Blacks cut through the process as quickly as Julian Savea cuts through most backlines. In return for signing up, users are given exclusive offers, prizes and behind the scenes information on the All Blacks throughout the Rugby World Cup.
The New Zealand All Blacks brand transcends the bounds of the nation and its population. There are almost as many people interested in what the All Blacks are up to on Facebook (3.2 million) as those in the Rugby World Cup Facebook page (3.6 million). The All Blacks are as big a brand as the World Rugby itself and a social media darling during the 2015 Rugby World Cup.
Social Media Marketing Lessons from the All Blacks
- Draw on your brand’s values or cultural past to inject meaning and a personality into your campaign. This will help you reach a larger audience.
- Create contests with giveaways tailored to appeal to your audience.
On social media ‘Every Voice Counts’ for Team England, even in defeat
@EnglandRugby : 508K Twitter followers
Facebook : 1.5 million likes
Led by team captain Chris Robshaw, the Red and Whites from England went into the Rugby World Cup ranked third in the world but were soundly thrashed on home soil by both Wales and Australia in the tournament round robin. Though they lost on the field, when it comes to social media, Team England were absolute pros at engaging with fans. The team used the perfect combination of sentiment and social media strategy to create their winning campaign—‘Every Voice Counts.’ The campaign tied the country’s love of Rugby to their enthusiasm for sing-alongs.
At the center of the team’s World Cup campaign is the classic rugby song ‘Swing Low, Sweet Chariot’ famous for its connection to Team England’s past successes. As part of the campaign, people are encouraged to record their own versions of ‘Swing Low’ and share them with the world via the team’s social media platforms. The multi-channel social media campaign, centred on the hashtag#CarryThemHome, uses video-based, user-generated content to build sentiment and anticipation for the Rugby World Cup.
While the formula for beating the mighty Australians (#StrongerAsOne) might have eluded him on the rugby pitch, social media savvy team England coach Stuart Lancaster understands the importance of social etiquette. In a strong display of social media management in rugby, he handed out a package of social media guidelines to all players before the tournament. The sport has its fair share of scandals so it’ll be interesting to see how well those guidelines do at stemming the off pitch antics of the team, especially after the crushing loss to Team Australia. Regardless of the result on the pitch, England can hold its head up high for its social media strategy at the 2015 Rugby World Cup.
Social Media Marketing Lessons from Team England
- Leverage the power of consumer generated content to make your social media campaign viral.
- When multiple team members post using the same social channels, define ground rules of social media usage to protect your brand.
World Rugby builds a powerful ‘Social Hub’
The frequently trending #RWC2015 is the main hashtag being used by World Rugby, organisers of the Rugby World Cup 2015.
Especially interesting is the site’s ‘Social Hub’, which aggregates snippets from across all World Rugby social media platforms. In its first week, the World Cup generated so much buzz that it became one of the most spoken about sports events on the planet. It came close to surpassing the total volume of mentions generated across the whole duration of the 2011 Rugby World Cup.
During the opening match #RWC2015 trended all day, reaching 15 million mentions on Facebook, 300,000 on Instagram and driving 181 million page impressions on the website with content delivered in four languages. The official app, available via the iTunes store, has been downloaded by 1.5 million fans.
Social Media Marketing Lessons from World Rugby
- Pick a hashtag that is easy to remember and captures the theme of your campaign
- Not all of your content has to be original. Be smart about reusing content
This article first appeared on Hootsuite here.
Please login with linkedin to comment
2015 NSW Creative Laureate Air BnB evan spiegel Mitchum oprah winfreyLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.