New Zealand Rugby (NZR) teamed up with Amazon and the voice experience and digital design agency VERSA to launch the official ‘All Blacks Skill’ for Amazon Alexa: a utility which aims to ‘give fans a winning edge’ when it comes to following their team.
The NZR voice experience sets out to connect the All Blacks to the team’s own 1.4 million social supporters and the sport’s global audience of more than 800 million by giving All Blacks supporters exclusive, behind-the-scenes access to the All Blacks’ camp – including game previews and recaps, a weekly quiz and match insight.
The team’s fan base will also be able to hear (or watch on multi-modal Alexa devices) the team perform the Haka and learn the meaning behind the legendary war dance.
The global ‘All Blacks Skill’ launched in New Zealand, Australia, USA, UK and Canada and was promoted through showcase social spot running across the team’s channels.
All Blacks Voice Experience from VERSA Agency on Vimeo.
The voice experience initiative was the agency’s response to a challenge to ‘make the world’s biggest rugby team even bigger’ and ‘get fans closer to the team through a compelling experience beyond the first and final whistle of the 2019 Rugby World Cup in Japan.’
According to agency VERSA, the approach to the design and the user experience was based around connected with fans wherever they were on their world cup journey: knowing where each user sits within the skill, understanding whether they used it before, which features they have engaged with and how often they have used.
So the strategy was to map users to each specific moment in the skill: whether before or after a match or long after the tournament is finished.
VERSA worked with the All Blacks to record custom audio and visual content straight from the field, supported by voice-overs from the All Blacks digital team to create a three-way narrative between a smart speaker, the team and live digital content.
“We’re delighted to see New Zealand Rugby innovate around fan engagement with Alexa. The All Blacks Alexa skill has some fantastic content for fans and its launch is perfectly timed ahead of their campaign in Japan,” said Kate Burleigh, Australia and New Zealand Country Manager for Alexa Skills
VERSA CEO Kath Blackham added: “Alexa, ask All Blacks for the latest news” will allow users to hear the latest from the All Blacks camp, while fans can also compete for a place on the global leader board in a weekly All Blacks quiz. As a proud Kiwi, I’m personally thrilled to be working with the All Blacks to develop this VX that leverages the possibilities of AI and voice technology to connect brands and fans in more meaningful ways. The All Blacks Skill is set to be an exciting addition to the Rugby World Cup this year.”
While Richard Thomas, chief commercial officer of New Zealand Rugby, said: “Just as the All Blacks are dedicated to bringing the highest level of skill onto the playing field, New Zealand Rugby is committed to bringing ground-breaking innovations to our millions of fans off the field too. We’re excited to work with VERSA to create a rich digital experience that will connect fans around the globe with our team.”
Comment:
More clubs and sponsors are aiming to get fans closer to the team through an Alexa Skill: first up to activate in European sport was Arsenal FC in April 2017 (see case study), while in rugby it was England Rugby sponsor O2 and Johnnie Walker in November 2018 with a Johnny Wilkinson fronted campaign (see case study).
Links:
New Zealand All Blacks
https://www.instagram.com/allblacks/
https://www.facebook.com/AllBlacks
https://www.youtube.com/user/nzrugby
VERSA
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