Get Into the Game, From Everywhere
The World Rugby 7’s world series is an exciting tour of action that takes place in over a dozen different locations around the globe. How do you create a consistent experience and engage with fans across the world?
The men’s USA 7’s team, first time champions of the Las Vegas 7’s tournament in 2018 (They won again in 2019 too)
Problem
The Rugby 7’s series happens in a huge variety of locations with different levels of infrastructure, and a multitude of stakeholders from several governing bodies.
Creating a consistent experience across such a broad range of venues is incredibly challenging, not to mention engaging with fans across the world who want to follow the action. How do we make sure the fans in Wales can cheer on their team competing in Singapore, and that the US fans can get excited about watching their Eagles score a try in Sydney?
On top of that, how can we use digital tools to engage with new fans around the world in markets where Rugby is just gaining traction, and how do we help improve the understanding of those new fans so they stay engaged and become even more enthusiastic about the experience?
Lots and lots of Post-Its were harmed in the process
Approach
Through a unique partnership with World Rugby, we were able to establish a popup studio during one of the Rugby World 7’s series events and engage with all manner of stakeholders. We got to know fans, players, officials, and the governing body very closely and used this as the basis to form a more human centered understanding of World Rugby’s opportunity.
From here, we did a deep analysis of experience provided by other teams, leagues, and sports around the world. Our research took us to four countries and uncovered incredible opportunities for a fan experience that was unmatched by any other sports entertainment entity.
Rugby fans celebrating in the excitement of a 7’s match.
Results
We found unique new ways to engage with fans, bring remote attendees into the action, and share the inclusive and infectious energy of Rugby 7’s with the world.
On of the most exciting findings was that while a number of other experience feature unique offerings, there is a relative lack of a holistic experience that considers the fan from every aspect of how they engage with the sport.
…So that’s what we created. A multi-year vision, born from getting to know the fans as individuals, to establish World Rugby as the authority in holistic fan experience.