Reshaping Rugby – The World’s First TikTok Final
2degrees
Overview
How 2degrees, Sky Sports and TikTok fought to close the visibility gap for women’s rugby by helping the nation see our national sport from an entirely new perspective.
Rugby is New Zealand’s national sport, but the women’s game wasn’t getting the exposure it deserved. As proud sponsors of Super Rugby Aupiki, New Zealand’s only major women’s rugby tournament, 2degrees flipped the script, and the screen, to take the game to new audiences.
The World’s First TikTok Final was the first of any sport, anywhere in the world to produce, shoot and broadcast a live sports event in vertical format. As part of the experience, fans could comment, interact with commentators and vote on in-game action live on TikTok.
On Saturday, April 13, as the Blues and Chiefs Maunwa took to the field, a bespoke production team, vertical camera crew and seperate production van clicked into gear, throwing everything they knew about traditional TV broadcasting out of the window for 80 groundbreaking minutes.
Fans all over the country tuned-in to the Super Rugby Aupiki final on their mobile handsets to engage with women’s sport like never before. By the final whistle, 50% more fans had joined the audience, with over 164,000 reactions and 6000 in-game comments.
Channels
Social, Innovation, Digital, Activation, PR, AV, OOH
