In a campaign by Twitter aimed at bringing rugby fans closer to the Rugby World Cup than ever before, thousands of members of the public and celebrity fans, including the likes of Jonah Lomu, Rebecca Adlington and Lewis Hamilton, have had tweets of support cast up in lights on towering screens mounted onto Twickenham Stadium.
Huge rectangular screens have been mounted onto Twickenham Stadium, the home of England Rugby and the host venue for 10 matches throughout the Rugby World Cup, including the final.
The ‘Twickenham Towers’ screens arch over the iconic player entrance and, until the end of the six week tournament, will be exclusively powered by Twitter and Vine messages of support tweeted by fans using #RWC2015. Innovations agency CURB Media and digital-out-of-home specialist DOOH.com partnered to conceive and power the campaign.
In a world-first move to ‘close the loop’, tweets and Vines shared on 240 sq meters of screen are then photographed and tweeted immediately back to fans, along with the message: ‘you’re a #Hero! Your tweet is up in lights at Twickenham Towers. #RWC2015’.
New Zealand rugby legend Jonah Lomu, Olympic swimmer Rebecca Adlington, F1 driver Lewis Hamilton, TV presenter Davina McCall and singer Katherine Jenkins have all retweeted the photos highlighting their towering messages of support, along with hundreds of other rugby fans, achieving more than one million impressions in just ten days since the start of the tournament.
It is expected that the Twickenham Towers campaign, co-ordinated from the verified @TwickTowers account, will achieve millions more impressions before the final whistle of the Rugby World Cup on Saturday 31st October, helping to ensure that Twitter and fans are at the heart of this tournament in a way that simply wasn’t possible four years ago.
Alongside the real-time #Hero campaign, over 600 rich content graphics have been specially created from to bookmark the four hour build up to the game for fans before the game starts, from countdown clocks, team badges, iconic moments & history films and to the delight of each player as the enter under the screens, each and every player has their own headshot. All presented for a Live Studio gallery to match and build fan excitement throughout the day.
Andrew Newman, founder of DOOH.com said,
“With a million impressions to date and millions more to come, the Twickenham Towers campaign is giving global fans an opportunity to have their support magnified, for people both at the matches and around the world to see. The power of that – the notion that somebody watching from home in another country sharing a message of support that a player entering the stadium might see – is enormous, and by sharing that photo again with that fan, it really hits home the impact they can have.”