Brief: Raise awareness of Canterbury’s ‘Republic of Rugby’ Spring/Summer sport casual campaign by creating a hub for home and away fans at Twickenham during England’s two RBS 6 Nations home matches and at the Marriott London Sevens. Ensure the activity provides data capture opportunities, and creates a buzz around the #RepublicOfRugby hashtag.
Our audience insight: “I’m passionate about rugby and proud of my team. So give me the chance to show off my pride here at Twickenham and I’ll take it.”
Solution: The Republic of Rugby, a clubhouse-style experience giving fans a place to hang out, play games and win items from Canterbury’s S/S ’14 range by declaring their passion for rugby.
Visitors to the Republic of Rugby were given the chance to win £500 of Republic of Rugby stash by writing what ‘Rugby Is…’ to them on branded whiteboards and posing for the Republic of Rugby photographer. Each photo was instantly emailed to participants using tablets, enabling them to share their image through social sites.
Fans could also play table rugby, select rugby anthems from the jukebox, browse a legacy wall full of rugby facts and memorabilia, and write the name of their rugby club on an Honours Board.
Results: 1,360 fans were photographed sharing what ‘Rugby Is…’ to them, and 739 email addresses were collected – providing valuable data capture for Canterbury.
Social media posts on Facebook, Twitter and Instagram using the #RepublicOfRugby hashtag received a total of 1,762 likes/favourites. The activity was particularly well received on Facebook, with a total reach of 28,664.