Rugby 7s arrived in Sydney for the first time in 2016 and fans flocked to Sydney 7s at Allianz Stadium in record numbers to show their support.
Crowd Convergence was engaged by the Australian Rugby Union (ARU) to provide social media integration across the tournament. The ARU sought to capitalise on the colourful, parochial fans and high energy atmosphere by giving supporters opportunities to interact socially with the event brand.
A big event requires a grand entrance
Crowd Convergence provided a VIP blue carpet entry for fans entering the precinct. Ticketholders were ushered along the blue carpet to a staging area with a media wall backdrop to have their photo taken in groups. With the majority of the crowd in fancy dress, images were animated and provided a brilliant stream of themed content for social sharing, the big screen and branded social accounts. Fans were also able to receive and share their photos on their own social accounts, spreading the love of the Sydney 7s far and wide!
The Power Rangers make an appearance to support their favourite team at the Sydney 7s
Fans went mad for the social booth with country-specific overlays
Additionally, fans could have their photo taken or record a short video at one of two Crowd Convergence social booths in the main precinct. Country-specific digital overlays allowed fans to boldly ‘show their colours’ and users entered their Twitter or Facebook details to share the image to their profile with a branded message. Material was also banked and moderated for the Allianz big screen and ARU social accounts with photos displayed at random throughout the weekend. Fans were finally given a printout of their image as a branded take-away so they could take the weekend home with them and reminisce after the event was over.
Posts from the Crowd Convergence social booth delivered some impressive results with some 51,337 unique users reached on social media. The activation was praised for its user friendliness, with sessions taking 47 seconds on average for the photo booth and 90 seconds for the video booth giving fans extra time to enjoy the action on the pitch. Given 64% of fans posted to Facebook and 98% also chose to share their image with the big screen, the Social Booth proved to be a great success for the event and fans alike.
The precinct was alive with colourful characters in costume
Crowd Convergence provided two photographers to roam the Allianz and SCG precinct with DSLR cameras capturing hi-res images of colourful fans. Images were instantly available for fans to post to their social media using the event hashtag and were moderated for display on digital signage in-stadia.
Fans dressed as Where’s Wally pose for a Crowd Convergence photographer. Question is, which one is Wally?
Unleash the Selfie Ball
Inside the precinct, Crowd Convergence unleashed the newest addition to our social armoury – the Selfie Ball. A large branded beach ball with custom camera hardware was let loose on the crowd. Fans grabbed the ball, held it toward their face and a photo was immediately taken by the camera before being released back into the wild! Content was shared wirelessly for moderation before being published to connected signage and the in-stadia big screen.
Fans taking a photo using the Selfie Ball before throwing it back into the crowd for more to join in the selfie fun