From the Olympics to the Super Bowl, the Ryder Cup to the World Cup, there’s nothing like an international sporting event to get people talking: Crowd Voice Amplification
The Telegraph recently revealed just how many people have been engaging with this year’s Rugby World Cup, and the figures are staggering. An average of 3.2 million people have watched ITV’s coverage of the opening eight games, up by 2.4 million on the same period for the 2007 tournament.
Even more impressively, over the first five days, there were more than two million Rugby World Cup related mentions from around the globe on Twitter alone, ten times as many as for the last tournament four years ago. With the world’s eyes on England 2015, the big question for brands – and particularly those traditionally associated with the game – is how to steal some of the attention.
Take O2, for example. The telecoms giant has now sponsored the England National rugby team for 20 years, creating a lasting bond on behalf of its customers. Indeed, as no official team sponsor has ever been allowed to display their logo on team shirts at the Rugby World Cup, O2, along with brands such as Admiral and Three, have become accustomed to trying to find more innovative, creative ways to engage consumers in their sponsorship activation.
This year, O2 has executed a number of creative brand activation events. The Rose on the Roof, powered by EventsTag, is a prime example of this. In an effort to galvanise support for the national team, O2 gave fans the opportunity to post messages of support directly onto the roof of The O2 Arena in North Greenwich. While this not only gained national press coverage, it also allowed customers to engage directly with the brand and the tournament via the hashtag #WearTheRose, ensuring O2 gained its fair share of the vast attention paid to the World Cup.
This is where other sporting sponsors could look and learn. Paying over the odds for an advert at the Super Bowl or sponsoring an event like the Olympics is all well and good, but to truly become a relevant part of the conversation, you need to give your consumers a voice. Allow fans to become your brand ambassadors. Engage with the public on a more meaningful level. It’s the only way to make sure your voice is heard amongst the crowd.
This blog post is published on Brand Republic Blog.