The crew at VML Australia have been Rugby League fans since forever. Our passion for creating amazing work is only matched by our passion for this great game. When we were asked to create work for the National Rugby League, everyone was passionately behind it.
Since VML Australia launched in 2013, the NRL and VML have worked side by side to grow the NRL brand in the digital and social space in a partnership that continuously grows from strength to strength.
Maximising fan engagement through Mission Control.
VML leveraged the State of Origin to create a brand experience like no other. Mission Control was a strategic social media experiment that engaged Rugby League Fans like never before, with truly impressive results.
The NRL wanted to leverage the code’s biggest event of the year – The State of Origin - to enhance consumer participation with their brand and create an unrivalled social media experience.
Mission Control was a strategic play to track, engage, reward, and amplify the conversation around Australia’s biggest sporting series, the State of Origin. The pop-up style command center was manned by a 20+ creative, strategic, and social media team that created custom content and engaged in conversations across the social web.
The NRL Mission Control Room covered a conversation of well over a billion State of Origin hashtag impressions on Twitter alone, along with numerous Facebook posts that reached over 600,000 unique people in Australia per post during the games.