The Rugby World Cup final between Australia and New Zealand only seemed to heighten the traditional rivalry between the two antipodean nations as it played out across Twitter. Trending under the hashtags #RWC #RugbyWorldCup #AusvNZL #RWCFINAL, tweeting of the event peaked in the early hours of Sunday morning, Australian Eastern Standard Time, as the All Blacks took out the game.
This reverb from Twitter Australia shows that #RWCFinal generated 560,000 tweets over the 24-hour period, peaking at 2,900 tweets per minute as the match came to a close.
The Rugby World Cup’s official Twitter account generated thousands of retweets as fans around the world were updated with the game’s progress in real time. Its strongest performing tweet was this video of the New Zealand team’s famous haka.
Brands found clever ways to participate in the hype. Porsche had a play-off between Australian and New Zealander professional racing car drivers Mark Webber and Brendon Hartley:
Famous Kiwi chocolate brand Whittakers used a video for this Tweet:
Here’s a tweet from Rugby World Cup sponsor MasterCard:
This All Blacks winning tweet garnered more than 8,000 retweets:
Event sponsor Heineken used New Zealand rugby legend Jonah Lomu as part of its social campaign around #ItsYourCall:
Beats by Dre ran a well-executed #TheGameStartsHere campaign across social media, including YouTube and Twitter, benefitting from a partnership with All Black’s captain Richie McCaw.
Land Rover offered free tickets to the match.
And Tourism Australia went with the iconic Sydney Opera House to leave an impression.
National carriers Qantas and Air New Zealand took the competition to the skies with an #AirlineWager. When Australia lost, the good-natured Qantas crew donned All Black uniforms for the flight home. Here’s how it played out on Twitter:
The race that stops a nation
Tuesday marked the Melbourne Cup, Australia’s equivalent to the Kentucky Derby. Jockey Michelle Payne made history riding Prince of Penzance as the first woman to take home the cup. Tweets trended under the tags #MelbourneCup and #RaceThatStopsTheNation.
Betting houses took to social media to find ways to get the punters to part with their money. WilliamHill put together a clever Jockey Mean Tweets video. This became great retweetable content after Payne, who appears in the video, won the race.
TAB Trackside took a more sophisticated angle by depicting its content as newsy and informative:
Here’s how Jeep, Tourism Australia and Australian telecommunications provider Telstra used the #MelbourneCup hashtag: