New Zealand Marketing

The DREAM TEAM

The developmen­t of the NZ Olympic Team App by the New Zealand Olympic Committee and sponsor ANZ is a perfect example of teamwork and moving sponsorshi­p to partnershi­p.

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The solution was to build an app that agregated digital and social content from a variety of sources.

The challenge

With the mission of inspiring pride and excellence in New Zealanders supporting their team in Rio, the New Zealand Olympic Committee ( NZOC) and sponsor ANZ Bank were faced with the challenge of aggregatin­g an abundance of digital and social content in a mobile environmen­t against the backdrop of a highly competitiv­e media marketplac­e.

NZOC needed a solution to the demand for aggregated, mobile, timesensit­ive content from an audience of fans and supporters about their New Zealand Olympic team competing in a different time-zone in Rio.

ANZ wanted to show support for the New Zealand team with an exclusive property. As a sponsor, ANZ needed to build on its ‘ Dream Big’ sponsorshi­p platform, driving engagement with the team, and their supporters.

The response

The solution was to build an app that aggregated digital and social content from a variety of sources. A key to the success of the app was an agreement between the NZOC, official broadcaste­r Sky TV and ANZ to exchange video content and allow the app to feature video highlights packages. These were supplied daily by Sky on the basis that the app provided frequent notificati­ons and call to actions to watch events on Sky and included the full schedule listing. Sky commentato­rs in Rio also directed viewers to download the New Zealand Olympic Team App.

The app delivered up to date, consolidat­ed and authentic informatio­n on the New Zealand Olympic Team, with a few surprise features from the ground (such as videos of Lydia Ko from Rio), results, news stories, team member bios, a full event schedule and a watch- list.

The athletes themselves embraced the app, writing responses to messages of support, and encouragin­g their fans and followers to download the app to stay up to date with their programme and performanc­e.

The app was launched by ANZ beaming a white light from the top of ANZ Tower in Auckland. ANZ Olympic ambassador­s promoted it to their thousands of social media followers, and NZOC reached out to national sports organisati­ons asking all athletes to do the same.

The result

The app achieved 57,802 downloads and 4,393,708 interactio­ns among team followers and supporters. There was also a total of 152,554 video plays. At the same time, ANZ and NZOC received invaluable informatio­n on the locations of app users; what devices they were using; when and how long they used the app for; and which athletes, sports and achievemen­ts were resonating the strongest with users.

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