In the week ahead of the start of Northern Hemisphere rugby’s Autumn Internationals, England Rugby launched a new campaign promoting both the profressional and grassroots game called ‘The Game of Our Lives’.
The objective behind the campaign is to unite everyone involved in the sport and to celebrating the people and the stories that make up the game.
The initiative is led by a hero short film that blends on-pitch action from the professional and amateur games (including players, coaches, volunteers and fans) with the Rudyard Kipling poem ‘Law Of The Jungle’.
Like the poem, the spot’s main message revolves around the idea of strength eminating from both the individual (wolf) and the team (pack).
The film was released digitally and socially across England Rugby’s own platforms such as YouTube on 7 November.
Game of Our Lives is also being amplified socially (including some with Armistice Day references),
For the strength of the Pack is the Wolf, and the strength of the Wolf is the Pack.
This is the Game of Our Lives: https://t.co/sre0Of9uCx pic.twitter.com/ntHkxoGPPT
— England Rugby (@EnglandRugby) November 7, 2017
This is the Game of our Lives.
— England Rugby (@EnglandRugby) November 6, 2017
and will be unveiled at Twickenham Stadium during the Old Mutual Wealth Series match England vs Argentina on Saturday, 11 November.
Building from the flagship film, England Rugby and affiliated organisations are aiming to generate buzz and campaign participation by calling for people from all across the game to share what rugby means to them using the hashtag #ThisIsRugby.
What does rugby mean to you?#ThisIsRugby https://t.co/o34OxOwXYm
— OMW Kids First Rugby (@OMWKidsFirst) November 7, 2017
@EnglandRugby sometimes pictures can say a thousand words – Rugby is Family, Rugby is Brothers, Rugby is Passion and Rugby is Community #ThisIsRugby pic.twitter.com/p074f9YCGx
— Stephen Leach (@Leachy51) November 9, 2017
Hubbed around an online platform at www.englandrugby.com/gameofourlives , this strand of the activation will be promoted right through the Autumn’s Old Mutual Wealth Test Series and some of the best responses will be shared across England Rugby channels with fans given the chance to win exclusive prizes.
“We want to celebrate the people, the occasions, the dedication, the sportsmanship, the skill and the camaraderie that makes rugby so special,” said Joanna Manning-Cooper, the RFU’s executive director of marketing, communications and digital.
“This new campaign shows how rugby is a sport for everyone, recognising and celebrating those at its core, and demonstrating everything rugby can offer.”
Comment:
England Rugby is certainly ramping up its fan engagement ahead of the start of its international season and is deploying a range of player led digital and social content pieces – such as ‘8 Ball’
to drive engagement and team support.
The RFU’s sponsors, such as O2 on Facebook, Twitter and YouTube for both the men’s and women’s teams,
You could be at the @Englandrugby vs @Qantaswallabies game at Twickenham 18/11/17. Share the reasons why you love the game for the chance to get your hands on these tickets. Love the game, #WearTheRose pic.twitter.com/Wn6OVYkxlY
— O2 Sports (@O2sports) November 9, 2017
and IBM,
are getting in on the act as well.
Of course, other national side unions are also rolling out plenty of content and assets from the Welsh Rugby Union,
to the Scottish Rugby Union,
and the IRFU and sponsor Vodafone,
as well as some of the visiting teams from the Southern Hemisphere and their sponsors – like the New Zealand All Blacks and AIG
Links:
England Rugby
https://twitter.com/EnglandRugby
https://www.facebook.com/OfficialEnglandRugby/
