Adobe Digital Dialogue

September 16, 2015 /Digital Marketing /

What’s all the buzz on social media ahead of the 2015 Rugby World Cup?

New Zealand is lead­ing social media buzz ahead of the Rug­by World Cup. The All Blacks are the defend­ing cham­pi­ons and Kiwis have tak­en to social media to sup­port them ahead of this year’s tour­na­ment. New Zealan­ders have had the high­est vol­ume of social media buzz, along with pos­i­tive com­men­tary around their team over the past month.

Adobe Dig­i­tal Index (ADI) analysed vol­ume and sen­ti­ment of more than two mil­lion social media engage­ments since 4 July 2015 across plat­forms includ­ing blogs, Face­book, G+, Red­dit, Twit­ter, Insta­gram, Tum­blr and YouTube. ADI also exam­ined Twit­ter buzz around key play­ers and found that New Zealand fly-half Dan Cater led the charge.


Socialising Sports

Social media offers great oppor­tu­ni­ties for organ­is­ers and spon­sors to attract and engage direct­ly with fans through dig­i­tal.

Top Socially Followed Athletes

Brands often pro­mote their prod­ucts through ath­letes, espe­cial­ly via social where they can direct­ly tar­get fans. The graph above shows the sheer num­ber of fans ath­letes have and this gives way to new avenues and oppor­tu­ni­ties for brands to reach these poten­tial con­sumers. They can also cre­ate brand advo­cates through their ath­letes who are seen by many as role mod­els. If Cris­tiano Ronal­do posts a pic­ture of him­self wear­ing the lat­est Nike sneak­ers, you can bet your bot­tom dol­lar some of his 142million fans are going to be influ­enced to buy them as well.

There are many things for both the brand and ath­letes to con­sid­er when form­ing a part­ner­ship. But like any busi­ness their main con­cern will be return on invest­ment (price per fol­low­er). For exam­ple, one of South Africa’s spon­sors is Asics. Giv­en Bryan Habana’s large fan base and the price of the shoe, Bryan would need to sell one pair of shoes per 50 fol­low­ers for a return on his salary.


When it comes to major sport­ing events, most organ­is­ers cre­ate an event app to cap­i­tal­ize on the grow­ing num­bers of mobile users. The Rug­by World Cup organ­is­ers are no excep­tion, cre­at­ing an exten­sive app for both Android and iPhone devices. The apps rank high­ly in app stores espe­cial­ly in New Zealand, Ire­land, South Africa, UK and Aus­tralia. Key fea­tures of the app include social buzz from all #RWC2015 team as well as the abil­i­ty to pur­chase tick­ets for match­es.

Make sure to catch all the action live on social via #RWC2015 as it kicks off this Fri­day 18 Sep­tem­ber in Lon­don with Eng­land tak­ing on Fiji.

Digital Marketing

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