Half of rugby fans share content through their mobile and we’ve seen a big increase in interest and brand bookings for this year’s tournament via mobile. Eighty-three percent of fans in the stadium use their smartphone prior to kick-off while nearly half of 18- to 34-year-olds do so during the actual game.
Increasingly connected stadia (Twickenham invested £78m in connecting their stadium before the 2015 World Cup) enables brands to reach and build rapport with fans in a much more engaging, flexible and relevant way.
It goes way beyond creating mobile ad formats and simply optimising campaigns for mobile. Accenture know this and have gone all guns blazing on the official tournament app which brings fans much closer to the game than ever before.
England sponsor O2 gather all their own in-app engagement data in one place so it can be applied programmatically in real-time to campaigns and give a deeper understanding of how rugby fans engage with their marketing activity.
So, while it’s unclear who’s in for the win, there’s no doubt whatsoever about how easy it is to target a highly desirable online audience to better realise your own commercial ambitions. Scrum down, the 6 Nations 2018 is going to be an exciting ride.