Telstra and R/GA design social media hub to tap State of origin's social media boom
Telstra and digital agency R/GA have teamed up to design and cater for the social media storm anticipated to surround Wednsday’s State of Origin decider.
In excess of 8 million people are expected to engage
The last match, which coincided with the Labor leadership spill, created an unprecedented social media buzz with 8 million twitter users engaging in the event.
Telstra has created a Sportsfan Lab, teamed by 15 social media specialists tasked with engaging live with sports fans during the match, operating from a purpose built hub at Sydney's ANZ Stadium.
Having two passionate former Origin players in Mark and Wendell leading the way has really fired up fans,“ said Telstra director CRM, digital and loyalty marketing Nick Adams.
“It's a great example of the way social media can add to the experience of live sporting events.
“We're expecting a huge response for what promises to be one of the biggest Origin games of all time this Wednesday night."
Twitter's Head of Agency and Brand Advocacy, Melissa Barnes, aid the Sportsfan Lab was an example of best practice.
Josh Rowe, R/GA Sydney's creative director said: "This is the culmination of a strategic collaboration between R/GA and Telstra, with the first social response lab we launched earlier this year introducing a unique way to interact with fans live and one-to-one. The intense rivalry of State of Origin has taken this project to a new level.
"All fans have to do is tweet for their team using #Queenslander or #UpTheBlues to get involved in the Origin #FanBattle - we're really looking forward to Game 3."