Rugby Union picks up Air NZ's ball and runs new website game

By Nick Smith

Friday 22nd February 2002

VIRTUAL REALITY: Aim Proximity is expecting more than 30,000 people to play the game

ON THE WEB

www.virtualsuper12.co.nz

Like a one-off documentary that spawns a television series, an internet marketing initiative has given birth to a ratings monster.

The Virtual Super12 - an internet competition based around the international rugby series - launched last week, with thousands enrolling in its first days.

It all started last year as a one-off way for Air New Zealand to promote its sponsorship of the NPC.

Aim Proximity created a website for the airline, allowing registered users to earn airpoints by predicting the results of all the games.

The popularity of the site exceeded all expectations, with 26,000 playing the game by the end of the season.

Which is why the New Zealand Rugby Football Union picked up Air New Zealand's ball and ran with it.

With design by Saatchi & Saatchi, Aim Proximity has created a new website game, which should provide similar benefits for major Super12 sponsors Telecom, Ford and Adidas.

More than 7000 rugby fans were registered to play the game three days after its launch. Aim group account manager Clint Bratton said he was expecting more than 30,000 to play the game but would not be surprised if it topped 50,000.

His confidence is based around the performance of the NPC competition. In that version, which used viral emarketing techniques, there was a pass-on rate of 30%.

Also, out of 26,000 members, only 32 users opted out of the reminder email, which popped up in work inboxes to remind players to make their picks.

"That is the litmus test for success," he said.

There are also more goodies up for grabs, with free calling cards, mobile phones and phone credits as prizes. The grand prize for the player who correctly picks the most games is a Ford Ka.

But the concept of the game remains the same: "There was no need to change a winning formula." Players get to choose a winner, a winning margin and, in a change from the NPC game, the number of tries scored. The deadline for making selections is 6pm today.

Sporting media personalities are also involved, and users can create lists of mates playing the game to compare and compete against.

The new website game comes as The National Business Review-Compaq poll shows public support for sport has reached new heights.

Interest in rugby is at its highest level (76%) since the poll was first taken in 1993.

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