Emirates/IRB Send Viral Postcards From New Zealand

As the Rugby World Cup approaches, the IRB and its worldwide partner Emirates continue to build its social media network with a variety of rugby rich content including the ‘Postcards From New Zealand’ project.


In addition to its central website (see www.irb.com ), other interesting elements of its strategy range from a Facebook page (which now boasts around 1 million fans), to its Rugby World Cup YouTube channel (which has had more than 1.4m video views). As it builds up towards the 2011 Rugby World Cup in New Zealand it is steadily ramping up its digital offering, primarily via official broadcast channel called Total Rugby.


One of the more innovative ongoing strands of activity is ‘Postcards From New Zealand’ – which sees the airline and rights holder release a series of promotional videos in the run up to the competition. Each is fronted by a rugby great and each visits an area of the country in a combined player biopic/tourist guide webfilm.


The first instalment featured lock Ian Jones in his native Whangerai, while he second spot starred Jeff Wilson visiting the South Island’s Invercargill. Both blend tourist-related highlights and information with stand out moments from previous world cups, rugby footage and a touch of star dust. They also include a direct ticket drive message.


The series is being produced in association with key sponsor Emirates – which has subtle brand presence on the videos and the postcards.




The IRB’s commitment to social media has been impressive in the lead up to the 20112 World Cup and this is a nice example of rights holders working with sponsors to build excitement and interest and to drive sales. Perhaps the key to this campaign is that it actually providing useful and accessible information, as well as a touch of entertainment.


For most rugby fans any trip to New Zealand for the tournament will be expensive and lengthy – so widening the appeal to the country rather than just the rugby seems like a sensible strategy.




Website: http://www.irb.com/totalrugby/


Twitter: http://twitter.com/#!/IRBTotalRugby


Facebook: http://www.facebook.com/rugbyworldcup


YouTube 1: http://www.youtube.com/watch?v=8PHGtdvx0eo


YouTube 2: http://www.youtube.com/watch?v=crY8B_O2Tjs


Leave a comment


Featured Showcases

Leave a comment