Rugby World Cup - 2011

  • Rugby World Cup 2011 - Universal Sports
  • 10,000+

    User sessions
  • 31min

    Avg time in app
  • 80mm



Rugby World Cup content carrier Universal Sports anticipated heavy tweet activity around the 3rd largest sporting event in the world. Their goal was to figure out a way to make millions of tweets meaningful to the individual rugby fan. 


BumeBox powered an onsite experience that allowed RWC fans to quickly connect to team relevant content and fan tweet conversation. Bumebox created a database of terms related to various competing teams, players, coaches, hashtags, etc. and created a team-centric experience. BumeBox also incorporated event relevant real-time information such as a live scoreboard, trending teams, and breaking news. This experience linked through to Universal Sports video subscription service which exceeded their sales goals. 

In my opinion, the video and social strategies utilized during NYFW confirms a new reality for the retail world: More brands and designers are taking note of social media’s impact on increasing awareness, buzz and loyalty. They now understand that in order to be seen — and shared — among consumers, they must provide the access and resources to encourage and enable social conversations.
Fashion Designers Tap Social Media To Make #NYFW More Interactive More Buzz »