2019-2020 was the first year of the Vodafone Business UK partnership with the Wasps Rugby and Netball franchise when COVID-19 hit. Born out of the shared mission to bring fans closer to the Wasps despite the world being in lockdown, Vodafone Business and Wasps created and delivered the Front Row campaign. The campaign would serve the partnership purpose to build brand awareness and equity for Vodafone Business by delivering match day assets in a new ‘virtual’ capacity through technology.
The collaboration of utilising Vodafone bodyworn cameras, Wasps social media platforms and Seyu ‘Together for Victory’ executed the Vodafone Front Row campaign for the remaining matches in the 2019-2020 Gallagher Premiership Rugby season. Taking the fans to the Front Row of the Wasps home matches involved live co-branded Instagram stories pre-, during and post all six matches. Additionally, we ran competitions to find a virtual co-captain mascot for each match, and the Vodafone Business hosted customers and employees with a home hospitality experience. Lastly, we brought fans direct to pitch side, virtually, where Vodafone LED and big screen assets featured fan selfies and messages of support via the Seyu App.
The result was a collaborative and integrated plan by Vodafone Business and Wasps which truly connected fans and Wasps Rugby team through technology on match days. The selfie LED and big screen collected more than 750 fan selfies, our social media exposure landed 1.4million impressions and 2,276 engagements. Virtual mascot competitions received 400+ entries and home hospitality provided a unique hosting opportunity for 65 guests.
