New Zealand Rugby activates voices experience for fans on Amazon Alexa

New Zealand Rugby (NZR) has rolled out an All Blacks Skill for Amazon Alexa to connect fans via digital voice experience before the Rugby World Cup in Japan.

NZR worked with digital agency Versa and Amazon to create the voice experience which will give fans exclusive, behind-the-scenes access to the All Blacks’ camp, including game previews and recaps. Fans will be able to hear (or watch on multi-modal Alexa devices) the team perform the Haka and learn the meaning behind the legendary war dance.

The All Blacks Skill has launched in New Zealand, Australia, USA, UK and Canada.

NZR chief commercial officer, Richard Thomas said: “Just as the All Blacks are dedicated to bringing the highest level of skill onto the playing field, New Zealand Rugby is committed to bringing ground-breaking innovations to our millions of fans off the field too. We’re excited to work with VERSA to create a rich digital experience that will connect fans around the globe with our team,”

Kath Blackham, CEO Versa said: “As a proud Kiwi, I’m personally thrilled to be working with the All Blacks to develop this VX that leverages the possibilities of AI and voice technology to connect brands and fans in more meaningful ways. The All Blacks Skill is set to be an exciting addition to the Rugby World Cup this year."

Country manager, Alexa Skills Australia and New Zealand, Kate Burleigh said: “We're delighted to see New Zealand Rugby innovate around fan engagement with Alexa. The All Blacks Alexa Skill has some fantastic content for fans and its launch is perfectly timed ahead of their campaign in Japan.”