England Rugby shirt sponsor O2 is bringing its long-running, umbrella activation strand – The Inside Line – to life by bringing the Twickenham match day experience live to fans right across the nation via Facebook Live.
The initiative – which spans everything from a behind-the-scenes peak into the team’s matchday dressing room to exclusive views inside the training camp – is the central pillar of the mobile telco’s effort to use its rights to engage rugby fans during this year’s RBS 6 Nations.
O2, the RFU’s longest standing partner, has teamed up with TV presenter Vernon Kay who hosts ‘O2 Inside Line’ as it broadcast in real-time on the England Rugby Facebook Live at every England home game through the tournament.
Prior to the kick-off, Kay is embedded into the heart of the England team and offers glimpses behind the scenes – from down in the tunnel, to pitch side – as he shares the latest news from the players an the coaches.
The O2 cameras then switch to its branded O2 Blueroom in Twickenham’s West Fan Village for player and fan Q&As: viewers are encouraged to submit questions in real time via the England Rugby Facebook live stream and, after the match finishes, the stream continues with post-match reaction from the O2 Blueroom alongside three England stars fresh off the Twickenham pitch.
Coming up from 18:00 | O2 Inside Line LIVE with @vernonkay, Billy Vunipola & Anthony Watson – https://t.co/nMSCHuP8Nw #FollowTheRabbit pic.twitter.com/Zcm6T2Hh1S
— O2 Sports (@O2sports) March 12, 2017
ON AIR NOW | O2 Inside Line LIVE from Twickenham with Joe Marler, Courtney Lawes & Anthony Watson https://t.co/Cuq113vQP1 #FollowTheRabbit pic.twitter.com/faPsunBhM0 — O2 Sports (@O2sports) March 11, 2017
Great way to sign off the O2 blueroom during this #RBS6Nations at Twicks with Joe Marler, Anthony Watson & Courtney Lawes. #FollowTheRabbit pic.twitter.com/ddbCGeDKo1
— O2 Sports (@O2sports) March 11, 2017
Indeed, all the various activation aspects – from Snapchat interviews to post-game video clips are all linked via the campaign’s #WearTheRose and the brand’s new #FollowThe Rabbit hashtags.
There’s plenty of talk and no little scepticism about the reach and engagement metrics around Facebook Live, but the early numbers released by sponsor for this activation looks solid.
O2 state that viewing figures reached over 200,000 during its key broadcast at the England vs Italy game.
‘We love live, and we’re encouraging our customers and fans to seize the unforgettable live experiences O2 offers nationwide across sport, music and entertainment,’ comments O2 sponsorship head Gareth Griffiths.
‘There’s nothing like match day at Twickenham, but we recognise that for many people it isn’t possible to be there, or see inside England’s camp first hand. So along with England Rugby, we’re bringing the experience direct to fans live, via England Rugby Facebook. “The show is proving a huge success, and we’re looking forward to broadcasting live again this weekend. Come on England!’
Activative Comment:
‘Facebook Live has no impact or reach, but marketers will do it anyway. A FL ‘view’ is anyone watching for at least 3-secs (only 15% reaching 3-secs get to the end). Yet brands will spend millions on badly made live streams and the industry will invent nonsensical metrics to suggest that live streaming delivers incredible ROI,’ argued Mark Ritson in Campaign (24/01/17)
And, while others share his scepticism about the current levels of Facebook Live effectiveness and measurement, this initiative is a sponsorship activation that suggests the platforms has legs when it comes to real-time, branded fan engagement.
After all, the New England Patriots used Facebook Live to share a six-second clip of its victorious quarterback celebrating on the field in the moments after winning February’s Super Bowl and racked up an impressive 3.3 million views.
Perhaps the platform does have legs after all eh Mark.
The 2017 iteration of O2’s England Rugby ‘Inside Line’ builds on its behind-the-scenes, insider feel and content-led approach of previous season – such as as 2016’s Vernon Kaye fronted, Carpool Karaoke inspired ‘Inside Lane’ video series.
Links:
O2
http://www.o2.co.uk/sponsorship/rugby/wear-the-rose
https://www.youtube.com/user/o2sports
https://www.instagram.com/o2sports/
https://plus.google.com/u/0/116304440606210600730
http://www.theo2.co.uk/do-more-at-the-o2/restaurants-and-bars/detail/o2-blueroom
England Rugby
https://twitter.com/EnglandRugby
https://www.facebook.com/OfficialEnglandRugby/
RBS 6 Nations
http://www.rbs6nations.com
