Three is tapping into the power of real life social networks within sports clubs to promote the roll out of its own 4G network.
The official title sponsor of Irish soccer and rugby is running a competition for clubs through Facebook where telling about how the club communicates with its members could put them in line for a €2,500 windfall.
The promotion was launched at the Aviva Stadium by bringing together members of the You Boys in Green network that has grown up around the national side.
Community
YBIG showed the power of how the community works last year when two members lost their tickets for the Irish match in Austria and were helped out by how the rest of the group were able to mobilise quickly through text, social media and chat services on their phones.
We are increasingly defined by the groups with whom we associate in social media terms as well as within the ‘tribe’ of a sports team following. There is little new in that but it has become more intense and ‘always on’ with the advent of social media, and more commercially accessible for brands that want to add to the value of being a supporter.
Three has an obvious connection through access to the assets of first the FAI and over the coming months the Irish Rugby team as the absorption of the O2 branding begins to accelerate. Both sponsorships are due to run until the end of 2016 and there has been no indication yet as to whether or not both will be kept on.
Local Clubs
The ‘Power Your Network’ promotion is an invitation to people all over the country to show and tell about. It will be run through Facebook.com/3Ireland and is open to any network or group especially those involved in local football, rugby, or GAA clubs.
You Boys in Green was established in 2005. “Our strength is definitely in our members,” said founder Liam Murray. “Together, we’ve been the driving force behind many fan initiatives like the ‘Testimonial for Dave Langan Dinner’ where we raised nearly €80,000 for the former international star.”
“Thousands of our members connect with each other everyday on the YBIG forum to arrange Ireland tickets, away game travel and much more. All of our accomplishments would not have been possible without the strength of our network.”
Strengthening
“At Three, every message on our network matters,” said Elaine Carey, the Company’s Chief Commercial Officer and one of the 40 Most Influential Women in Irish Sport.
“We have been strengthening networks for eight years now and we are committed to providing the strongest platform to facilitate these connections.”
“With the arrival and continued rollout of 4G across Ireland, the network will be even better than ever before, ensuring that everyone can stay connected to the people that matter most.”
