NRL set to launch ‘Instabilia’ real-time activation during State of Origin series via VML, Sydney
As fans prepare for Game 3 of the Holden State of Origin series, the NRL and VML, Sydney are set to launch ‘Instabilia’ – a real time activation that offers fans on social media the opportunity to own one-of-a-kind Origin memorabilia created instantly as those game-defining moments happen on the field.
Instabilia is generated in real-time through the NRL’s Mission Control room, and is broadcast across the NRL’s social channels, linking to the live-auction on the home page of eBay and the NRL’s charity eBay store, with all proceeds benefitting Lifeline, one of the NRL’s ‘State of Mind’ (Mental Health) partners.
Says Matt Geersen, Associate Creative Director at VML, Sydney: “It’s a natural instinct during any live sporting event to take to social media at the game’s pivotal moments. 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.”
Says Aden Hepburn, managing director and ECD at VML Sydney: “It’s a huge undertaking and exercise in collaboration with the NRL, QLD and NSW teams, the players, VML and eBay, all facilitated through NRL’s social media control room where designers, copywriters, editors and motion graphics artists are creating and publishing ‘Instabilia’ pieces with auction videos just minutes after the moments happen”.
Says Matt Henry, head of social media at the NRL: “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. 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.”
“We’re expecting a huge response from the eBay community to Instabilia,” says Meg English, eBay Trendwatcher. “NRL fans put their money where their mouth is with more than $8 million worth of merchandise purchased on eBay in the last 12 months. Queenslanders are proving to be the more passionate State of Origin fans according to our sales data, so it will be interesting to see if they are also first off the mark to own a piece of the action.”
The Instabilia campaign kicks-off for game 3 in Sydney, with items launching on NRL’s social media channels during the game. Fans are able to bid on Origin Instabilia over a 5 day period to own their own piece of Holden State of Origin history that was generated live during the match.
NRL Facebook: Facebook.com/NRL
NRL Twitter: Twitter.com/NRL
NRL Instagram: @NRL
12 Comments
Like it!! Great idea.
what is so instant about this? eghhh
I like it because it doesn’t have an #idea and uses instagram
Game is on now and there are fuck all bids on the items
Wasn’t on instagram and the idea was #instablia lol. I’m sorry… Please continue with the #tvad you are working on #lol #hashtag
@adcritic I guess because people were watching the game?
2010 called, they want their activation back.
Could this be any clunkier of an experience?
Just using words like “real-time” in the press release doesn’t cover up the fact that you still have to be following the page, watch a video, click the link, sign in to eBay, etc etc etc. maybe that’s why there is only a handful of bids, surely not the STATS!!! that were intended. 2/5 try again.
VML doesn’t do its reputation any favours by continuing to pump out half-baked twaddle like this. This would be a nice piece of work for a junior team but stop PR’ing it like its a fucking global Nike ad. You look stupid!
@No idea makes a valid point.
Should be celebrating the half time ads, logos on the field and on jerseys. Now that’s engaging.
herein lies the problem
Hope all the fake bids from VML staff were accounted for in the budget or else this could prove a very expensive exercise.
At least you launched it hours before the final game so you can say it actually ran before you go and enter it into awards. #scam #awardwork