Four Nations Rugby League is one of the highlights on the National Rugby League calendar. In 2014 Crowd Convergence worked with event organisers in Australia and New Zealand to deliver a simple yet engaging in-stadia social media experience for football fans. The excitement of each game was captured and displayed on the big screen as supporters used Twitter and Instagram to get behind their country.
Four Nations Goal
To produce a social media platform that would enhance the match day experience for ticket holders without detracting from the game or jeopardise the integrity of the brand and its partners.
Crowd Convergence engineered a well-rounded social media activation that utilised the in-stadia big screen and the captive football audience. For three games hosted in Australia, expert Crowd Convergence staff were onsite to operate multiple Widgets. A Photo Wall displayed animated Instagram images during pre-game, halftime and post-game while a Strap Widget rolled tweets over live game footage. Filtering and moderation were applied to ensure the content reflected a positive brand message.
For two New Zealand games Crowd Convergence created a custom branded Instagram Wall as an additional commercial opportunity for key event sponsor stuff.com.nz. The branded Photo Wall featured an animated background matching stuff.com.nz branding and colours. Over 1200 Instagram images containing the hashtag #goodstuff were displayed on the big screen and the best photo at each game was awarded a prize.
The social media solution delivered was simple yet extremely effective. Fans used the #4Nations hashtag in their posts over the series to show support for their respective countries. All stakeholders involved with the activation were extremely impressed with the level of engagement sustained and key sponsors were delighted with the branded customisations.