Vodafone #TeamOfUs Jersey Launch
This was the largest sports sponsorship launch activation in Europe in 2016. A big bang welcome to Irish Rugby’s newest sponsor, Vodafone, with an award winning digital-led live experience.
Vodafone was the third Telco in a row to sponsor the Irish Rugby team so needed a big bang integrated launch to announce the new partnership and welcome fans to its new rugby platform; #TeamOfUs
The Remarkable Experience
We produced a giant 50m jersey that was laid on the pitch at the Aviva Stadium, covered by 50 strips of branded fabric. Fans were prompted to share their favourite Irish Rugby moments, players and results using the hashtag #TeamOfUs – the more the hashtag was used, the more of the jersey was revealed via live stream on a purpose-built microsite. The feed incorporated pre-recorded video content with players, competitions, various camera angles (drone, airplane, hyperlapse and three fixed cameras) and the shared social conversation.
Attraction
Vodafone was the third Telco in a row to sponsor the Irish Rugby team so needed a big bang, digital-led launch to announce the new partnership and welcome fans to its new rugby platform; #TeamOfUs
Live
Tasked with creating the jersey, installation, stadium liaise and experiential activation, we ensured a premium, smooth running delivery to match the Vodafone brand. Our team of brand ambassadors on the pitch were prompted to remove the coverings with military timing and precision to match the online chatter.
The feed incorporated pre-recorded video content that we created with players, competitions, various camera angles (drone, airplane, hyper lapse and three fixed cameras) and the shared social conversation. We delivered 31 million hashtag impressions in 24 hours and reached 7 million individual social media accounts.
Amplification
+31million hashtag impressions in 24hours
+7million individual accounts reached
+6 digital and sponsorship marketing awards
90minute activation integrated with live social media execution
