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CANTERBURY

REPUBLIC OF RUGBY

BUSINESS PROBLEM

How does Canterbury raise awareness of "Republic of Rugby's Spring/Summer sport casual campaign and create a buzz on social media?

IMPACT

  • 1,360 fans were photographyed sharing what 'Rugby Is...' to them
  • 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

OUR SOLUTION

We created a hub for home and away fans at Twickenham during England's two RBS 6 Nations home matches and at the Marriott London Sevens. We orchestrated activities which provided data capture opportunities and gave fans a place to hang out, play games and win items from Canterbury's S/S'14 range, by declaring their passion for rugby.

Fans got 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, enabling them to share their image through social sites and capturing data for Canterbury in the process.