The HSBC World Rugby Sevens Singapore event last weekend roared to a resounding success with Kenya stunning Fiji – tournament leader and defending champion from the last tournament, the HongKong Sevens.
This event not only created new attendance records for a 7s tournament in Singapore, but also fans and carnival goers went crazy over the social media.
The second day of attendance recorded 27,053 visitors and this surpassed the record of 16,000 which was set when Sevens was last hosted by Singapore in 2006. And there were 6,700 hours of social media interaction on the Singapore Sevens.
Featuring 16 world class teams battling it out on the pitch to accumulate crucial points in the World Rugby Sevens series, there was non-stop, electrifying action on the pitch and fans vying for best dressed costume off the pitch.
Social Media Engagement
More than 97,000 unique visitors also checked out the www.singapore7s.sg site and spent an average of 2.32 minutes online – representing a combined visiting time of 6,700 hours interacting with the Singapore Rugby Sevens and their key sponsors.
During the tournament, the event’s official social media pages had also garnered 130 tweets, 41 Instagram posts and 40 Facebook posts. This had a Facebook reach of 153,428 and 59,700 post engagements. There were also 4,994,539 impressions for the official #Singapore7s hashtag.
Said Douglas Danapal, Commercial Manager at Singapore Rugby Union “We are delighted that people engaged so much on all of our digital channels. Our event is social by nature and judging by the numbers, we really created that synergy with rugby fans worldwide.”
Using the new Facebook Live Video Feature, the official Social and Digital Agency for the Rugby 7s, Mediatrophy, also maximised engagement with fans and the Singaporean public.
Said Pierre De Luca, Managing Director, “We posted several live feeds featuring the action at the stadium, the fans cheering their teams and people dressing up in exotic costumes. Our most popular live video connected with more than 20,000 fans.”
He added, “A live commentary with Paul Foster also drove more spectators to the stadium on Sunday afternoon.” So 1,102 tickets for the rugby action had been sold on Sunday itself.