Leveraging spiking rugby interest ahead of the start of the 2018 NatWest 6 Nations, Welsh Rugby Union shirt sponsor Isuzu has launched the #GetRugged Isuzu Rugby app – a one stop shop for rugby fans.
The app, developed in harness with RightNow Digital, offers welsh rugby and tournament focused social media content: blending Isuzu’s own rugby content with updates from the players, coaches, former players and legends plus in-depth real-time rugby content from across Twitter, Facebook, Instagram and YouTube.
The auto sponsor’s exclusive content will revolve around assets created by Isuzu’s Welsh ambassador stable – including Alun Wyn Jones, Dan Lydiate and Jon Davies.
Launched to leverage the start of the NatWest 6 Nations and in the early phase of Isuzu’s four-year WRU primary partnership, the new Isuzu Rugby app is available for free on iOS and Android.
The launch campaign for the app – which provides rugby fans with the perfect go-to source for in-depth, 24/7 real-time news and views around all aspects of the international game – spanned a PR push and digital and social media support across Isuzu’s platforms (such as Twitter),
NEW APP ALERT
We’ve launched our very own rugby app with @rightnow_dig giving fans access to the latest rugby news, videos and social media posts, all in one place! Here are the links to download –
iOS: https://t.co/VuceywcLwx
Android: https://t.co/GoxCo7q58d #GetRugged pic.twitter.com/GHPr6pMM1o— #GetRugged (@ISUZURugby) February 1, 2018
and it was also digitally amplified by the WRU too.
The executions drive fans to the brand’s rugby app landing page – at https://www.isuzu.co.uk/about/sponsorship/isuzu-rugby-app – and the app is available on iOS at https://itunes.apple.com/us/app/isuzu-rugby/id1337748635?ls=1&mt=8 and for Android at https://play.google.com/store/apps/details?id=com.rightnowdigital.isuzurugby
The Isuzu rugby app becomes a central part of the brand’s umbrella ‘Get Rugged’ WRU campaign which also includes exclusive content, advertising, digital and social assets, at-stadium activation, fan competitions and test drives.
Fancy winning a pair of Wales v Italy tickets, and other prizes? For your chance to win, simply post an image showing your support for @WelshRugbyUnion tagging @ISUZURugby and using #GetRugged to be in with a chance to win! T's & C's apply – https://t.co/7v1yowBF57 pic.twitter.com/iBMdTCZ5yJ
— #GetRugged (@ISUZURugby) January 30, 2018
Three Sisters reminder
Don't forget we will be at @the3sistersbar in Edinburgh this Saturday for the @welshrugbyunion v @scottishrugby game. We'll be giving away some fantastic prizes so make sure to come along! #GetRugged #ScrumFanzone #3sistersbar pic.twitter.com/8tpfzYMtT0— #GetRugged (@ISUZURugby) February 1, 2018
C'mon Wales
"It's getting close. C'mon @WelshRugbyUnion #GetRugged pic.twitter.com/AY3mLsnewF— #GetRugged (@ISUZURugby) January 31, 2018
RightNow Digital’s solutions deliver a comprehensive digital marketing toolkit for targeting passionate fans. By providing these fans with a ‘one-stop-shop’ for news, social media, ticketing, merchandise and other services, Isuzu is able to embed its own marketing messages within the content fans crave during international matches. A daily campaign feature means that fans are always informed of their latest activation activity including competitions and offers.
“The Isuzu Rugby app created by RightNow Digital will provide us with an innovative way to communicate with rugby fans throughout the 2018 NatWest 6 Nations,” explained Isuzu UK managing director George Wallis.
“We wanted to create something unique for the rugby follower who currently has to go to numerous sites to keep up with developments in the game. Rugby fans will be able to access all the latest rugby news, videos and social chat from teams , players, blogs and fans, all in one place.”
RightNow Digital, which creates 24/7 always on digital content experiences for fans through intuitive interfaces, provides both sponsor brands and sports rights-holders the platform and fuel to significantly increase engagement.
“Our apps offer sponsors a cost-effective and innovative digital solution to activate their sponsorship, deliver on their marketing objectives and provide real utility to fans,” commented RightNow founder Simon Ryley.
“Unlike expensive bespoke apps with long lead times that deliver poor value for money, our platform allows compelling solutions to be created in days that will deliver value for years”.
RightNow Digital’s sports mobile apps offering was scooped the ‘Best New Innovation’ gong at the 2017 Sports Technology Awards and the company has an extensive track record working in rugby with clients including Shane Williams, Scarlets RFC, Dragons RFC and QBE as a partner to the 2017 British and Irish Lions Tour to New Zealand.
Comment:
Sponsor Isuzu’s current activation burst follows on from its own activation around the Autumn internationals against Australia, Georgia, New Zealand and South Africa in the Under Armour Series at Principality Stadium,
https://www.youtube.com/watch?v=UmZovBMZVGs
as well as the WRU’s own pre-6 Nations emotional film aimed at engaging fans and driving excitement ahead of the northern hemisphere’s preeminent international tournament.
It was back in June 2017 that the Welsh Rugby Union and the auto brand signed the biggest shirt partnership deal in Welsh Rugby history.
The four year tie-up sees Warren Gatland’s Wales wear the Isuzu logo on their jersey as the brand seeks to reinforce its positioning through the values and synergies associated with Welsh rugby
The partnership gives Isuzu a set of marketing and media rights which it aims to use in order to increase brand awareness and connection to rugby supporters.
“This partnership is the first of its kind for us and it has long been our objective to make the Isuzu brand better known,” said Isuzu managing director Paul Tunnicliffe when the deal was penned in mid 2017.
“This sponsorship will achieve that, by taking the brand to a huge audience, including millions of television viewers. Rugby is an intrinsic part of Welsh life, and we are delighted to become associated with an institution which shares our values of dependability, toughness and commitment.”
Isuzu replaces previous jersey sponsor Admiral on the men’s senior team kit: although the Cardiff-based finance brand continues as a WRU partner (as shirt sponsors of the Wales international 7s side, the Wales U20s and the Wales U18s teams).
The multi-million-pound tie-up sees Isuzu extend its support to the senior Wales women’s side (which will also carry the logos on their playing kit until 2021) and the auto outfit will supply of Isuzu D-Max vehicles to the WRU’s community department which reaches out to engage rugby players and fans right across Wales.
“We are delighted to welcome a company of the size, stature and international renown of Isuzu,” said WRU CEO Martyn Phillips at the time.
“Their investment in both the Women’s and Men’s national side and the community game will be instrumental to the growth and sustainable future of the game in Wales. In terms of the Isuzu partnership alone, this is the biggest national jersey partnership in the history of our national game.
Links:
Isuzu
https://www.isuzu.co.uk/isuzu-wru
https://twitter.com/isuzurugby?lang=en
@IsuzuRugby
https://www.facebook.com/IsuzuUK/
https://www.instagram.com/isuzuuk/
https://www.youtube.com/user/isuzuofficial
Welsh Rugby Union
https://www.facebook.com/WelshRugbyUnion
https://twitter.com/WelshRugbyUnion
https://www.youtube.com/user/WRUOfficial
Right Now Digital
