“Team Of Us” is the platform for Vodafone’s sponsorship of the Irish rugby team, its mission is to create the most interconnected team and fan base on the planet. The Six Nations series of international rugby matches are an important chapter in activation of this sponsorship. For the Vodafone Business Team, the Six Nations Sponsorship Activations represent a vital pillar in our CRM strategy. In-person corporate hospitality at the matches allow us to engage with business customers in a range of exclusive experiences, deepening relationships and creating new ones.
2021 was to be no different. Except it was.
Ireland was in the grip of the Covid19 pandemic, and in spring 2021 was experiencing the most severe of Government restrictions on activity. Sporting events held behind closed doors. Non-essential travel was outlawed. And hospitality was entirely ruled out.
This case outlines how we translated the key facets of the real world activation and interpreted in a virtual experience, leveraging digital communications to promote and adopting a hybrid approach to hospitality.
The ambition for this year was simply to protect gains made in awareness, retention, and revenue. The results exceeded all targets for these metrics. In another important development, this virtual event al to extend the experience to a wider, cumulatively more valuable audience in a strategy likely to be repeated in a hybrid approach to events for years that follow.