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Creating a realtime social command centre around Australia's biggest sporting rivalry
Creating a realtime social command centre around Australia's biggest sporting rivalry
NRL's Mission Control was an award-winng annual activation between 2013 and 2017
Background
Whilst at VML Sydney, I was the lead strategist for the National Rugby League (NRL) digital creative account for four years. The centrepiece of the NRL calendar was their annual State of Origin tournament contested between New South Wales and Queensland.
Each year, NRL sought to boost digital engagement around the event in order to increase the popularity of the sport in Australia and beyond. Our solution was a realtime social media command centre set up inside the stadium, dubbed "Mission Control". Here, a team strategists, community managers and creatives would track conversations around the game and respond to fans with bespoke content to stir up excitement and generate valuable earned media.
NRL Mission Control.mp4
Role & results
I lead the activation strategy behind the pop-up event each year, overseeing the planning, setup, activation and post event analysis.
Each year the command centre would connect with NRL fans around the world, including Hollywood celebrities and world leaders, achieving a digital reach to rival broadcast television, and generating millions of Likes, ReTweets and Shares.
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