3D Rugby

Background

The brief was completely conventional and straightforward.

Tell existing customers about O2’s sponsorship of the England Rugby Team during the Six Nations competition. Make them feel special and more loyal to the brand. And get a large and measurable response for a minimal financial outlay.

The completely integrated solution answered the brief in a completely unconventional way.

Lead by base comms to rugby-mad O2 customers, the team produced live country-wide 3D sports events on an unprecedented scale. These created a unique and ‘irresistible’ rugby experience that O2 customers who had expressed a rugby preference had direct and privileged access to.

Idea

Thousands of rugby-loving O2 customers were given a ‘virtual seat’ at Twickenham for England’s Six Nations home games. How? By creating live 3D broadcasts of the matches at 40 cinemas nationwide and giving O2 customers ‘Priority’ access to tickets.

Priority invites were issued through dynamic emails while a dedicated 3D website demonstrated the technology, acting as a gateway to buying tickets.

A 3D-rugby YoTube channel was established.

For the screenings, Priority 3D ticketing was created with collectable 3D glasses, a pre-match film, a real-time Twitter feed direct to the official 02 commentators, and filmed responses for the website and YouTube.

The seemingly impossible was achieved – turning in just four weeks a telecoms company into a live 3D sports broadcaster.

Broadcasting in 3D required a totally separate transmission. 02’s very own cameras, commentators, director, graphics and outside broadcast truck had to be installed and tested.

A satellite network had to be set up with decoding technology at the 40 cinemas, to turn every one into a mini-stadium, with free beer for customers, an inspiring film, 3D glasses and, of course, St George’s flags.

But it was worth going the extra mile. Ask any of the 20,000 rugby fans – standing, beer in hand, 3D glasses on nose, singing the national anthem – what this meant to them, and it became apparent just how powerful this integrated campaign was as a branding and loyalty tool for O2.

The campaign perfectly demonstrated the ‘Priority’ experience to O2’s precisely targeted rugby fans, and gave them a VIP experience they’ll never forget. It also brought to stunning 3D life O2’s sponsorship of the England Rugby Team.

Results

Email: open rates 50% above Priority Ticketing norm; 150% increase on average click-through rate.

blueroom (host site), 3D rugby section: over 150k unique page views; 210% increase in overall traffic to blueroom.

blueroom, overall: 200% uplift in users registering interest in rugby. 248% registration increase; 441% preference update increase. 5.23% average churn (normally 10.54%) and £4.10 increased average spend for customers who’ve given preferences.

Sales: all cinemas sold out to O2 customers (some within 40 minutes). 20,000 fans enjoyed big-screen 3D rugby for the first time.

Coverage: Twitter, national and international press and TV, giving ROI of £2.4 million media equivalent.

Our Thoughts

away from just being a telecoms company into an

entertainment brand. They have bought London’s

Millennium Dome and use it for big concerts and they

have a spread of other music venues as well. Now they

are moving their sponsorship of England’s rugby team

away from just being a logo on the shirts to more of a

series of events with a rugby theme.