Over the past three weeks, the world has watched as the rugby elite took to the pitch to see who would come out as champion. As the Pool Stage has come to a close with 231 tries and 2020 points scored, we look back at what happened off the field.
The first three weeks of the Rugby World Cup has seen 3.6 million mentions, 292,000 photos and 693 videos. The biggest peak was at 448,000 mentions on the 19th as Japan upset South Africa in what many called the biggest rugby upset in history. Coming behind in the second largest spike was 321,500 mentions on October 3rd as England was forced out of the group stage and Japan sealed their second victory.
The conversation has been global, though most of it has been centered in the host country. England is leading the way with 633,000 mentions, followed by 307,800 mentions in the USA, 138,600 mentions in the Netherlands and 133,000 mentions in Japan. And what was in those conversations? Not surprisingly, the teams favored by the fans broke down similarly: England at 35%, Japan 26%, France 10%, Namibia 7%, and then Canada/South Africa/Argentina/Uruguay pretty equally at 5%. Among the sponsors, it was clear Dove was the leader, garnering 32% of the conversation. Their #ScrumTogether campaign is proving very successful. Behind them was O2 at 20% and then MasterCard at 12%.
And how is the Rugby World Cup's own content performing? Their most successful posts and tweets (below) capture the emotion and teams' progress to keep fans engaged: