NRL puts instant memorabilia on the block in footy first

July 13, 2016 4:37

The National Rugby League will run an “instant memorabilia auction” using its social channels during the final State of Origin match in Sydney tonight.

Holden State of Origin – Instabilia Launch from VML Australia on Vimeo.

In a partnership with agency VML, the code will use social channels to link to a live auction on eBay it has dubbed “Instabilia”.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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2 COMMENTS

Post Match Referee 14 Jul 16

“It’s a natural instinct during any live sporting event to take to social media at the game’s pivotal moments”

For all the hot air in the press release above, the end result was woeful – Less than 100 bids in total across 12 items http://stores.ebay.com.au/nrlstateoforigin

Is this what success looks like in social media? Would love a follow up on whether this activation meet their high expectations

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Dreadful 14 Jul 16

They had “high expectations around the auction” and it’s clearly failed. What are Matt Henry’s comments on this? This feels like a campaign idea from 2011, not 2016.

Should have all been done in Facebook Messenger and Snapchat, not Ebay. Who gives a f$*( about Ebay during State of Origin?!

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