NRL puts instant memorabilia on the block in footy first

The National Rugby League will run an “instant memorabilia auction” using its social channels during the final State of Origin match in Sydney tonight.

Holden State of Origin – Instabilia Launch from VML Australia on Vimeo.

In a partnership with agency VML, the code will use social channels to link to a live auction on eBay it has dubbed “Instabilia”.

Balls, peices of the turf and other items that feature in highlights of the match will be put on the auction block as the game progresses, giving fans the chance to bid for a slice of history, with proceeds going to Lifeline

Matt Geersen, associate creative director at VML claimed it was a first for sport in Australia.

“It’s a natural instinct during any live sporting event to take to social media at the game’s pivotal moments,” Geersen said.

“Instabilia creates an opportunity for us to extend the conversation and create a platform that allows the games biggest moments to live on beyond the siren.”

The auction will kick off along with game and be promoted through the NRL’s social media feeds directing fans to eBay.

InstabiliaMatt Henry, head of social media at the NRL said there were high expectations around the auction.

“Never before have fans had the ability to bid on game-used items in real-time, let alone during the most watched television event in Australia,” Henry said.

“We’re always looking for exciting ways that we can get our fans closer to the game via social media and it doesn’t get much better than giving them a chance to own Origin history in real-time.”


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