Digital Strategy / Sponsorship Activation

VODAFONE IRELAND - IRFU

#TeamOfUs Launch

This was the largest sports sponsorship launch activation in Europe in 2016. An omnichannel welcome to Irish Rugby’s newest sponsor, Vodafone, with an award-winning digital-led live experience.

Vodafone was the third Telco in a row to sponsor the Irish Rugby team so needed a “Big Bang” integrated launch to announce the new partnership and welcome fans to its new rugby platform; #TeamOfUs  

MY ROLE:

  • Digital activation ‘Big Idea’ strategy and execution

  • Content creation - video content shoot, curation, and delivery. Copywriting for social media, sponsor content, media partners, and owned channels.

  • Livestream activation 

  • Competition management

  • Athlete briefing and content activation

  • Social media strategy

  • Experiential - giant jersey reveal

We produced a giant 50m jersey that was laid on the pitch at the Aviva Stadium, covered by 50 strips of branded fabric. Fans were prompted to share their favourite Irish Rugby moments, players and results using the hashtag #TeamOfUs – the more the hashtag was used, the more of the jersey was revealed via live stream on a purpose-built microsite. The feed incorporated pre-recorded video content with players, competitions, various camera angles (drone, airplane, hyperlapse and three fixed cameras) and the shared social conversation.

RESULTS

  • +31million hashtag impressions in 24hours

  • +7million individual accounts reached

  • +6 digital and sponsorship marketing awards

  • 90minute activation integrated with live social media execution

OTHER PROJECTS WITH VODAFONE

  • The Vodafone #TeamOfUs Swap Shop - jersey amnesty experiential activity. Created social media content inviting Irish Rugby Fans to visit our pop-up pop on South King St, Dublin to swap their old jerseys for a brand new Vodafone-sponsored match replica jersey. The shop was hosted by former players Donncha O’Collaghan and Eoin Reddan, and to the rear had a miniature museum of rugby paraphernalia.

  • The #TeamOfUs Bus - fan engagement and VIP match day experience. Created social media content inviting Irish Rugby fans to win their seat on a special match-day bus hosted by players Jordi Murphy and Sean Cronin. We wrapped the bus in a collage of historic Irish Rugby moments. The campaign was supported by fun short-form video content, social advertising, and strategic media partnerships.