Brand inc Sport (part of the Brand inc Creative Group, an integrated brand services agency) has been working on SARU's Vodacom SupeRugby campaign and subsequently partnered with SuperSport to explode the campaign idea across various platforms.
Though the campaign line was SuperSport's brainchild, Brand inc came on board to find a way to amplify the campaign for SARU to heighten excitement and encourage SupeRugby fans to engage with it on another level in the digital space. Rather than having multiple messages going out about the same tournament, it was critical to streamline the communication into a single minded proposition that all fans could engage with.
"SupeRugby is all about the edge-of-your-seat moments," said marketing director of Brand inc Sport, Goodwill Moyo. "We believe there truly is no other rugby tournament in the world like Vodacom SupeRugby. A highly action-packed regional rugby tournament, a melting pot of all the skills, players, big hits, styles, cultures and fans from SA, New Zealand and Australia."
"In thinking of a way to get fans to engage with SupeRugby we went for a mechanic that was simple to engage with, one that tied in with the Brace Yourself campaign that SuperSport is running and one that focussed on the jaw-dropping moments that make SupeRugby great," said Moyo.
The result was a Twitter-run campaign that encourages SupeRugby fans to tweet their #Braceyourself moment each week over the course of the 2014 Vodacom SupeRugby tournament and stand to win some great prizes compliments of SARU.
The moment that gets the most votes is then broadcast on SuperSport over the days leading up to the next weekend's matches.
"The #Braceyourself moments are the ones that you can feel from wherever you're watching the game, be it at home or live in stadium. They are the bone-crunching tackles, the swift-footed sidesteps, and the exhilirating drop-goals that get your blood pumping," said Moyo.
A dedicated #Braceyourself pool was also set up on SuperBru which already has over 8,000 members going head-to-head for the grand prize of R30,000 for first place, R15,000 for second and R5,000 for third with a bonus R1,000 being given away each week for whoever gets the yellow cap.
Brand inc also built a microsite (www.superugby.org.za
) where fans can get a direct link to the ticketing websites, check news and fixtures, check live scores, results, click through to the SuperBru pool, click directly to the team's websites and watch the incredible #Braceyourself moments week by week.
"This year's Vodacom SupeRugby tournament has gotten off to a thrilling start and promises to be everything SupeRugby fans have come to expect of this exciting brand of rugby that is unpredictable, sexy, fast-paced and probably the greatest provincial rugby tournament in the world. We look forward to celebrating and sharing all the moments that make this tournament great as we brace ourselves for an epic season!" concluded Moyo.