7. Social command: Changing the social rules of the NRL game
Brand ambition: To gain a new level of social community engagement during State of Origin 2013
The State of Origin is the biggest sporting series in Australia and generates lots of social conversation as a result. Game custodian, the NRL, decided to capture and engage with this information in a real-time way by launching a pop-up social media command centre to both drive and interact with social conversation during all three games of the series. Partnering with agency VML, NRL deployed a ‘Mission Control’ centre staffed by digital strategists, creative teams, game authorities and community manager to view and analyse social data in real-time, and produce relevant content and commentary to feed back into the social community.
The success of the initiative has given the NRL a new sponsorship revenue stream and much bigger audience reach.
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