Here’s why the Rugby World Cup 2015 man of the match Twitter voting system doesn’t work
Rugby fans have been left bemused by some of the man of the match awards at this year’s Rugby World Cup. In this guest post David Hickey explains why the #MOTM hashtag voting is throwing up these results.
As a global provider of social media intelligence, I was stoked that the man of the match system for Rugby World Cup 2015 has a social media element to it.
The voting system sees a shortlist of three players selected by the tournament’s world feed radio early in the second half before fans choose their preference on social media, primarily through the Mastercard #MOTM hashtag.
It all sounds good until you look back at some recent man of the match winners, which has resulted in public outcry, discontent and many, many online articles questioning the #MOTM process:
“England lock Joe Launchbury, despite the Wallabies beating England 33-13 a few weeks ago. This was Australia’s biggest ever win against England, and 28 of those points were from Bernard Foley.”
On 6 June 1998, Australia beat England 76-0.
Also doesn’t allow for sentiment: Gareth Davies has had a shocker! #MOTM3
Hi Ann,
As an Englishman it pains me, but you’re right. What it meant to say was ‘at Twickenham’.
Cheers,
Alex – editor, Mumbrella
This seems to be a clear example of an event asset (Man of the Match) being sold to a sponsor (Mastercard), and an attempt to a) make it more engaging for the fans (must use social media somehow); and b) generate a meaningful ROI measure (leads).
Great idea, except that the MOTM award then becomes a popularity contest as opposed to necessarily a reflection of who was the player that had the most positive impact on his team’s performance (thus allowing for the possibility for MOTM being a player on the losing team). Thus you also end up with a few of the anomalies that have occurred during the pool stages.
I’d love to know if Mastercard will actually get full value from this association given the additional coverage created by the controversy, and the potential mid-tournament re-think of the format. Somehow I doubt it….
As an aside, I don’t know who designed the MOTM trophies but I’m not convinced that many of them will be finding pride of place in many of the winners’ pool rooms.
It would work for a non global timezone event such as the Six Nations. Have the nomination as the ‘people’s vote’, kind of like an honorable mention, alongside the normally chosen MOTM. It then remains as an engagement tool but does not take away from the true performers on the pitch.