Australia’s National Rugby League Sets Up Social Media Mission Control Room, Generates 1B Impressions

The State of Origin is basically the Super Bowl of rugby, an annual best-of-three series of rugby league football matches between the Blues and the Maroons, who represent the Australian states of New South Wales and Queensland, respectively.

In honor of the premier sporting event, Australia’s National Rugby League (NRL) partnered with digital marketing agency VML Australia to create a tricked-out NRL Mission Control Room. Take a look inside.

The NRL Mission Control Room was manned full-time during the 2013 State of Origin Series to track, engage, reward, and amplify the real-time social conversation going on.

The effort generated more than 1 billion impressions of the State of Origin hashtags, unprecedented engagement with the league’s content. Set up inside the stadium, the control room employed famous ex-players and celebrities along with a team of social media experts, designers, and copywriters to produce custom content on the fly.

Social media command centers have enjoyed some notoriety of late, with brands like Gatorade paving the way for best practices.

Below, a video recapping the creation and operation of the NRL social media command center:

(Video source: VML Australia, Vimeo.)