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.
Matt 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.”
“It’s a natural instinct during any live sporting event to take to social media at the game’s pivotal moments”
For all the hot air in the press release above, the end result was woeful – Less than 100 bids in total across 12 items http://stores.ebay.com.au/nrlstateoforigin
Is this what success looks like in social media? Would love a follow up on whether this activation meet their high expectations
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They had “high expectations around the auction” and it’s clearly failed. What are Matt Henry’s comments on this? This feels like a campaign idea from 2011, not 2016.
Should have all been done in Facebook Messenger and Snapchat, not Ebay. Who gives a f$*( about Ebay during State of Origin?!
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