WORK

Virgin Media
Commonwealth Games

WATCH CASE STUDY

THE ASSIGNMENT

As an official partner of the Commonwealth Games, Virgin wanted to highlight the key brand attributes — fun-loving, irreverent and mischievous.

THE THINGS THAT REALLY MATTERED

VIRGIN MEDIA has a large customer base viewing the games through Virgin Media TiVo services and broadband.

FANS of the games are keen second screeners and have high expectations of Virgin Media to add a cheeky twist to the experience.

THE RAPP SOLUTION

Introducing the VM Games: a series of playful social challenges, which gave our armchair athletes the chance to win tickets.

SOCIAL

We established a social newsroom at the central games venue. It served as the hub to post commentary on the games and communicate with fans in real time.

#VMGameOn served as the rallying cry for fans to compete.

#TheSuperfastSelfie asked fans to post selfies taken while running.

#TheEpicDunk asked for silly pictures of dunking biccies into tea.

DIGITAL

We invited customers to enter a virtual stadium, choose an avatar and hunt for free tickets to The Games.

WHAT OUR CLIENT SAID

“RAPP enabled us to create and publish highly relevant and shareable content within minutes of the big moments happening. This won us the highest share of voice during the Games and meant that we were able to break stories in an instant — even before the BBC!”

Gill Worby

Head of Digital Marketing

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