Big game ahead

Premiership Rugby wanted to run a social media campaign to capture email addresses which they could then use to promote the London Double Header game. They also wanted to engage the community in a fun activity that would develop awareness and generate conversation.

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Time to get nostalgic

We came up with the idea of running a digital sticker book using the hashtag #Stickers4Twickers.

Sticker books naturally create high levels of engagement and much of the target audience would be familiar with the sticker books of old (swapsies, got-got-need etc) creating a strong nostalgic connection. Plus, the nation was already in ‘sticker book mode’ following the recent World Cup and we saw an opportunity to capitalise on this.

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Getting it over the line

We were also tasked with creating the technical engine to run the #stickers4twickers social campaign. Working alongside Premiership Rugby’s in house design team, we mapped how the functionality should work and then relayed wireframes across to the design team. From a technical implementation perspective – we converted the designs into XHTML/CSS, created the code entry & keyword reveal engine and finally, the seamless integration with the Premiership Rugby website.

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 Get the fans involved

We set up a landing page on the Premiership Rugby website where people had to enter their details to register for a sticker book. Each day, a sticker was added to the book requesting a code which users had to search for on Twitter. Once the code was entered, a letter was revealed. When the user had all 15 letters, they had to submit the winning phrase to enter the prize draw to win 10 VIP tickets.

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Bring on the conversions

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