Case Study

Sky Sports Rugby and Samsung UK use Twitter Amplify to connect with rugby fans

Key results

The opportunity

Sky Sports Rugby () and Samsung UK () aimed to extend their relationship during the autumn QBE Internationals, capitalising on both their partnerships with England Rugby and on global interest in the sport going into 2015. The brands sought to do so through delivering compelling social media content to an engaged sporting audience, whilst also driving awareness of ’s latest smartphone, the Galaxy Note 4. Both brands also wanted to target fans who were part of the wider rugby conversation on Twitter but not necessarily in their social media communities.

The strategy

Twitter Amplify scored on a number of levels for and . Firstly, it allowed to bring its existing community of engaged sports fans closer to the rugby action during the QBE Internationals as well as to drive awareness of the brand’s new partnership with England Rugby. Twitter Amplify allowed to share near-live video content to new audiences. The content also was Retweeted by (2.7 million followers) to further extend the activity’s reach.

Share exciting moments in near-real time.

Through Twitter Amplify, and were able to deliver exciting moments almost as they occurred. These were brought to fans as they Tweeted about the events that had just been on TV, such as England winger Jonny May’s try against New Zealand, which then Retweeted.

Reach the most relevant audience.

and used Twitter’s targeting options to deliver their near-live content to the right audience. People could relive the action they were Tweeting about, and share it with their own followers on Twitter.


Extend sponsorships to the second screen.

was able to extend its sponsorship of to a second screen. It also was successfully able to link product awareness and brand sponsorship. Finally, it was able to tap into and connect with the most relevant conversations about rugby.

The success

High engagement was a KPI for and , and the Twitter Amplify campaign delivered. Overall, the campaign realised a combined 7.78 million paid and organic impressions and more than 286,000 engagements. There was a strong Promoted Tweets average engagement rate of 4.22%, which peaked at 10.59%. This was driven in part by high levels of sharing, with many Tweets achieving 100-plus Retweets and favourites.

“Twitter Amplify is an innovative approach to providing viewers and Twitter users with exclusive content surrounding live TV. Collaboration was key to creating bespoke promoted tweets, giving us a great opportunity to extend our partner’s presence across social media,” says David Fisher, Head of Futures, Sky Media.  

Samsung’s technology and partnership with England Rugby, coupled with Sky Sports’ broadcast footage and Twitter’s platform to deliver that content, was a winning combination. This was a perfect example of the right partners working together to provide followers with the content they want.

Russell Taylor, Vice President of Corporate Marketing, Samsung Electronics UK

Solutions used

Audience targeting

You want your message to be heard by the right person. Twitter's targeting capabilities ensure it will be.

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Creative Canvas

Brands on Twitter are connecting with users in unique and creative ways every day. And so can you.

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