BNZ launches game chat website to celebrate sponsorship of the Investec Super Rugby competition via Colenso BBDO New Zealand
BNZ is the proud sponsor of New Zealand teams in the Investec Super Rugby competition.
To generate awareness of the sponsorship Colenso BBDO NZ has launched bnzgamechat.co.nz, an alternative commentary for fans during the New Zealand semi-final and final. The agency did this by enlisting sporting celebrities such as Martin Devlin, Sara Tetro, Hayley Holt, Craig Innes and Ric Salizzo with large twitter followings and invited the sportsmen and women to commentate using twitter, which was aggregated into one stream on bnzgamechat.
The website also allows fans to get involved in a fan feed stream with tweets that include #bnzgamechat.
The campaign was supported by seeded tweets, online advertising and a game day pie; created by chef Simon Gault and delivered to key media. According to Colenso the results have exceeded expectations with Total Unique Visitors of 12,952, including 2192 mobile visits and an average visit duration of 5:51 minutes.
Says Shaun Taylor, brand marketing manager BNZ: “BNZgamechat has leveraged our sponsorship of Super Rugby and given kiwis a different and real commentary that they can also be a part of for the first time.”
Shaun Taylor: Brand Marketing Manager BNZ
Steve Cochran: Executive Creative Director
Terry Williams-Wilcock: Digital Creative Director
Mike Kelly: Copywriter
Sophie Martignier: Account Director
Gemma Ross: Business Director (Proximity Pulse)
Serena Fountain-Jones: Agency Producer
Paul Headington: Digital Developer
10 Comments
Didn’t TVNZ already do this for the RWC?
You beat me too it – the first thing I thought was that it looked like the TVNZ grandstand thingy – but not as good.
Mr Herbison doesn’t like coming second.
Yup…
http://www.campaignbrief.com/nz/2011/10/tequila-and-tvnz-launch-grands.html
Yawn
Even the art direction is eerily similar… but uglier… so weird… did they *really* not know about TVNZ’s grandstand? I’m not sure which is more troubling…
This is terrible.
The standard for these sorts of ‘things’ is zeebox. This is clearly nowhere near it.
Wow, as a fairly heavy Twitter user I totally missed this, so the question is how much reach and awareness did it have? did any BNZ related hashtags trend? And I’m surprised anyone did this in the first place. Aren’t people watching the game rather than their Twitter feeds when the rugby is on?
I’ve heard of selling sand to an Arab before. But hadn’t heard of ‘selling another agency’s idea unbeknownst to the client’ till just now.
@Esteban – Wait until you see FCB and air new zealand start rolling out other agency’s pitch ideas.
It’s just a second screen platform – no big deal. Expect to see bazillions of them.