The Most Socially Engaged Sporting Event Ever

2015 was a fantastic year for sport, with the Rugby World Cup the standout event, outperforming even the 2012 London Olympics in terms of digital video views and engagement.

 

  • Approximately 660 unique videos were produced for World Rugby and Rugby World Cup 2015, with each video optimised for 15+ platforms including YouTube, Snapchat, Facebook, Yahoo and Vine.
  • Mashups, match moments, highlights and archive content shaped a unique content plan meticulously planned for each individual platform.
  • In preparation for the Rugby World Cup, Engage’s long term plan grew World Rugby’s existing monthly audience from 500k per month to approx 10 million per month, as well as growing subscribers, likes and engagement, delivering an unprecedented 370 million video views.

In Numbers

The 2015 Rugby World Cup massively outperformed the London 2012 Olympics in terms of videos watched and engagements made.

  • The IOC recorded 150 million video views over London 2012, whereas World Rugby reached 370 million video views over RWC 2015.

  • Content is King: Rugby World Cup video was massively engaging, with over 384 million minutes watched over the tournament.

  • Engage Sports Media’s content claiming used live ingest and manual management claimed and monetised a massive 36 million User Generated Content views on YouTube alone.

  • The average view duration for a RWC video was an impressive 2 mins 58 seconds.

  • The Rugby World Cup website attracted 25 million unique users.

  • The most popular search term was “haka”.

  • The official App was downloaded 2.8 million times with use in 204 nations.

  • 58% watched on mobile, connected TV and tablet.

  • RWC on YouTube received 209,077 shares 59,440 comments.

  • In the Top 20 of most watched Facebook creators of 2015 — Variety.

Engage Sports Media’s content claiming used live ingest and manual management claimed and monetised a massive 36 million User Generated Content views on YouTube alone.

  • The average view duration for a RWC video was an impressive 2 mins 58 seconds.

  • The Rugby World Cup website attracted 25 million unique users.

  • The most popular search term was “haka”.

  • The official App was downloaded 2.8 million times with use in 204 nations.

  • 58% watched on mobile, connected TV and tablet.

  • RWC on YouTube received 209,077 shares 59,440 comments.

  • In the Top 20 of most watched Facebook creators of 2015 — Variety.

  • Japan watched the most Rugby World Cup content across all platforms ahead of the 2019 Rugby World Cup
  • Watching live digitally-streamed games on Facebook Live proved popular in non-rugby nations like Dominican Republic, Jamaica and Belgium.

  • 35% — Match moments, i.e. player marriage proposal, haka’s and celebrations were the most watched videos across all social platforms.

Bigger than the London Olympics, Engage Sports Media were proud to work in partnership with World Rugby as production, syndication and technical partner to grow video audiences by over 1200%, making it the most successful rugby tournament ever.

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