To develop and support Premiership Rugby’s social media strategy to build fan engagement, and to reach a broader audience of occasional and new fans to club rugby.
Fans respond to tactical campaigns which prompt or allow them to engage their own network of friends – perfect for reaching extended audiences beyond our core customers.
Agency Inc developed creative solutions to support a series of different social media campaigns to build social interactions with fans. ‘Fan Face’ required rugby supporters to post images of themselves supporting their team on their own social media channels, with the #FanFace, to win VIP tickets to the final. ‘Stickers 4 Twickers’ was a nostalgic online collector-style sticker book challenge. ‘Super 4s’ was a predictor game, which lent on the Superbru platform, enabling us to surround participants with LDH comms targeted to their own club allegiances.
Social media engagement levels quadrupled over a 2-year period, with Facebook increasing from 36k to 147k, and Twitter followers rising to 138k.