Analysis of the weekend’s Six Nations clash between England and Wales reveals that RBS failed to successfully leverage their sponsorship of the championship to make a social media impact. Lack of promotion and consistency meant that consumers used their own hashtag when talking about the event, rather than the official RBS promoted tag.
Sport and event sponsorship has always had the potential to increase the visibility of a brand, but with the advent of social media this visibility is increasingly online rather than on the TV or at the event itself. With this in mind, WaveMetrix analysed online Twitter discussion around this weekend’s Six Nations matches, focusing on Saturday’s battle between Wales and England. RBS, the official sponsor of the event, promoted the #rbs6nations
hashtag for the event, but England’s RFU promoted #rbs6n
Analysis of tweets around the match show that this lack of consistency, combined with the lack of clear promotion, discouraged consumers from using hashtags mentioning the sponsor. Instead, most opted for the simpler #6nations, without mentioning RBS. This shows that to make the most social media impact from sponsorship, brands must carefully align the promotion of hashtags in order to encourage consumers to use them.
Most consumers used a different hashtag during the match, without mentioning RBS:
- While RBS’s officially sponsored hashtag receives some tweets, most consumers stick to #6nations during the game: A lack of visibility and consistency in the promotion of RBS’s official hashtag means that over 90% of hashtag discussion does not mention the brand