This year, England is hosting the biggest tournament in rugby union – the Rugby World Cup. Throughout September and October, twenty countries will battle it out on the pitch to win the ultimate prize.
The tournament is expected to attract a huge audience, with 170,000 tickets sold and more than 20,000 hours of coverage to be broadcast in territories throughout the world.
During the 2011 Rugby World Cup, over 6 million UK viewers tuned in to watch New Zealand beat France in the final, and with England 2015 predicted to be the most viewed Rugby World Cup ever, we can expect to see even bigger viewing figures.
With such huge audience potential, the Rugby World Cup offers fantastic marketing opportunities for brands who wish to align themselves with the notion of sporting excellence.
A ‘winning’ campaign?
One brand taking advantage of this opportunity is Wolf Blass. Teaming up with world cup winner, Will Greenwood, the Australian wine company is running the ‘Winning Line Up’ campaign to coincide with and capitalise on the marketing potential of the Rugby World Cup.
As part of the campaign, Wolf Blass’ Yellow Label Cabernet Sauvignon and Yellow Label Chardonnay bottles will display fifteen different rugby-themed labels. Each label will feature a different rugby position, such as scrum half, full back or centre, and customers will be encouraged to take to Twitter, using the hashtag #winninglineup, to vote for the best player to ever play in that positon.
Each week, two people from the list of voters will win six of the limited edition Wolf Blass bottles. The campaign will culminate with the announcement of Wolf Blass’ definitive ‘best ever’ line up, and one lucky voter will win the grand prize of a VIP rugby weekend.
The special edition bottles will appear in over 10,000 stores, from 10 August through to the end of the tournament in October.
Give your brand a sporting chance
This is not Wolf Blass’ first foray into the world of sports event marketing. In 2014, the company ran a £1m marketing campaign, which included a neck collar promotion, to promote its sponsorship of Sky Sports’ coverage of Southern Hemisphere rugby.
It’s clear to see that Wolf Blass executives understand the potential that riding on the back of major sporting events has for boosting your brand and raising your profile.
While riding on the coat tails of a sporting event (with permission of course!) can certainly give you a step up in terms of marketing, the campaign also has to be successful in its own right. To do this it needs to appeal to your brand’s target customer, it needs to be memorable, and it needs to be engaging – something that people will talk about, both in person and online. And of course, for any campaign that uses bespoke packaging, the quality of the labels is key.
Happily, Wolf Blass’ ‘Winning Line Up’ campaign looks set to deliver on all these fronts. And, as an Australian brand, we’re sure that Wolf Blass will be hoping to see that success replicated by their national team on the rugby pitch.
- License: Image author owned
Tammy Wiltshire works for the leading UK label manufacturer, Labelnet. Based in Ongar, Essex, Labelnet design and manufacture high quality branded labels, stickers and packaging.