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Who Will Win the Rugby World Cup Media Scrum?

Rugby World Cup 2015

In the build up to this year’s Rugby World Cup we’ve seen a swathe of companies and brands jostling for the media top spot. Whilst some brands have chosen to utilise emotive (some even tear-jerking) advertising campaigns – it is the creative social campaigns during the tournament that we’re looking forward to.

With a captivated global audience thirsty for daily updates on results, squad news and general world cup outtakes we await in great anticipation to see which creative campaigns are implemented to tackle the social media ether.

According to new study from Adobe Digital Index (ADI), social mentions of the Rugby World Cup have grown by 116 percent since July. Whilst this increase in activity comes as no surprise, it’s interesting to read that The All Blacks have been rated “Most Social Rugby Union”, with Australia second and England in third.

ADI’s recent analysis of the tournament also shows that if the outcome of the Rugby World Cup were based on fan excitement, New Zealand would win against Australia in the final, with England triumphing over Argentina to take third place. Whilst this will most certainly not reflect the true outcome of the World Cup, my patriotism received a heart-warming boost when discovering that the England fan base received an honourable mention in the study for demonstrating the most “positive vibe” in an emotion comparison.

Whilst the All Blacks come out on the top in the battle amongst the contesting teams, it seems that we must tip our social media caps to Heineken UK who came out victorious as the best performing sponsor of the event. The company is running a specific campaign around the event that has, according to the study, achieved an engagement rate of around 29%.

The media scrum, however, will not just be contested out on the social media pitch but also by print and online media. My heart flutters with excitement at the sheer number of rugby pun related headlines that will greet my desk every morning. As part of our sporting commitment to the world cup, we will be seeking out the best headlines, outtakes and media snippets and sharing them on Twitter. Well, we’re at least going to try!