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We were challenged to engage and grow the Rugby World Cup 2011′s online Facebook community in preparation for the launch of the tournament’s glob… Read More
We were challenged to engage and grow the Rugby World Cup 2011′s online Facebook community in preparation for the launch of the tournament’s global ticketing campaign. Our solution was the “The World’s Biggest Scrum” application . It worked by dividing all the competing countries into pools. Fans could then push for their chosen country. Countries pushed against each other, like a scrum. The more fans you got pushing for your country the more chances you had of winning. Each week the winning countries progressed to the next round, and so on, climaxing in a nail-biting final between Georgia and Ireland. Over the 8 week campaign period we had 15,000 active participants and 55,000 new Facebook fans. And one lucky winner took home the ultimate prize; tickets to RWC2011 final. Read Less
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