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. 

Under the direction of acclaimed documentarian Sam Jones (@RSAFilms),“Feed the Beat: SXSW 2013” will feature footage captured and shared by Twitter users. That means any Tweets, images, videos and Vine videos shared on Twitter with the #FeedtheBeat hashtag could be included in the film – slated for release later this summer.
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