With the trend for dual screening stretching out across the entire sponsorship space, it is now the turn of European rugby fans to use a second screen to participate live alongside the 2012 Six Nations Tournament via an interactive app called the RBS Six Nations Live Challenge.
Throughout the match, the app challenges fans to predict the result of penalties, conversions, five-metre scrums and line-outs, take part in opinion polls, and answer RBS 6 Nations rugby quiz questions.
Designed as interactive in-game companion app, the RBS 6 Nations Live Challenge aims to put the fans at the centre of the action throughout the Championship and it gives viewers their own personal say on what will happen ahead of key moments in each game.
App users can predict the result of penalties and guess where the kick will end up in conversions. Play against friends, by logging in through Facebook, or against all users, competing to get your name at the top of the leader board.
Combining knowledge-based questions with the excitement of uncertainty, this app will be the ultimate companion for all RBS 6 Nations matches.
The app also leverages the capabilities of Facebook Connect to enable friends and fans to interact with one another during the game, regardless of location. This means the initiative has a ‘challenge your mates’ gaming facility. And for the patriotic there’s the option to sign up as one of the Six Nations and represent your nation.
The app will activate 40 minutes before each live match; fans will be able to test their rugby knowledge with a series of pre-game questions. You can play during just one or all the RBS 6 Nations games.
Developed by RBS and agency Synergy (Engine’s sponsorship agency), and delivered by sibling agency Jam, the app aims to “revolutionise and enhance the live match experience”.
Tim Crow, chief executive of Synergy, said: “Integrating social engagement with scale and credibility is fundamental to the success of sponsorship in the social media era and this is exactly what the RBS Six Nations Live Challenge aims to deliver.
The free app can is available on iPad, iPhone, Android, as well as Facebook and can be downloaded from www.rbs6nationslivechallenge.com from 3 February.
All rugby fans can play along at any point during the RBS Six Nations championship, starting with the first matches tomorrow.
This RBS initiative hopes to capitalise on the amazing rise of live event dual screening and sponsors as well as rights owners and event organisers have been quick to enhance the viewing experience with live mobile gaming and social sharing apps.
The Six Nations Live Challenge app comes hot on the heels of Heineken’s Star Player football (created by AKQA) for last year’s UEFAs Champion League. This in turn was followed at the New Zealand Rugby World Cup 2011 by Heineken’s Rugby Clubhouse Mobile Game, part of its wider ‘This Is The Game’ RWC campaign, which offered fans the chance to try and kick goals live simultaneously with players in the tournament itself.
Indeed, many marketers agree that mobile that was the real breakthrough platform at last Autumn’s Rugby World Cup – perhaps driven by the early kick off times in New Zealand. This is perhaps best illustrated by the 3m-plus downloads of the official RWC 2011 app and the fact that page impressions on the official mobile platform outnumber those on the www.rugbyworldcup.com site by a factor of three to one.