Crowd Convergence was proud to work with the NRL during the 2014 NRL Finals Series to produce an interactive social media activation that exceeded objectives, entertained the crowd and engaged rugby league fans. The activation was staged in the entertainment precinct of ANZ Stadium for two minor finals and the much-anticipated Grand Final between the South Sydney Rabbitohs and the Canterbury Bulldogs. Crowd Convergence provided a social outlet for fans to show their team colours on branded Photo Walls and live Twitter feeds.
The NRL wanted fans to be entertained from the moment they arrived in the precinct at ANZ Stadium. They sought an inclusive, simple to use social media solution that would capture the excitement of the finals series and compliment the NRL brand and its partners.
The activation included huge outdoor projection screens on the stadium stair spirals showing Twitter and Instagram content as well as three custom-branded Photo Walls. A 100 metre long LED ticker ran live Twitter content from the train station to the precinct hub. Tweets running across the ticker changed colour depending on the team supported by the poster.
Crowd Convergence hardware and expert support staff were onsite to collect, filter and moderate all social content. This ensured the messages aligned with NRL objectives and fulfilled partnership obligations.
Fans were actively engaged during the Finals series with over 6,000 unique users joining in the conversation under simple hashtags #NRLGF #NRLFinals. At it’s peak, Crowd Convergence was filtering and moderating over 200 items per minute.
The three Photo Walls gave naming rights partner, Telstra, additional commercial opportunities with their logos, hashtags and tag lines being displayed on the various screens.
Crowd Convergence and all those associated with the 2014 NRL Final Series were extremely happy with the execution and engagement of the social media solution and look forward to developing this relationship further.