“ONE TEAM” Wasn’t Built in a Day!? How Official Social Media Captured Fans’ Hearts at a Global Rugby Tournament

This autumn, I had the opportunity to work on a global rugby tournament, and I would like to report on some of those duties!

During this tournament, official accounts were operated on Twitter, Instagram, Facebook, YouTube, and TikTok. My primary responsibilities involved social media posting and “social listening”—essentially a digital patrol to collect and analyze information on how the tournament was being perceived online.

The content posted on social media fell into the following categories:

1. Content conveying the appeal of rugby as a sport
Stories based on the spirits of “No Side” and “Respect.”

2. Interaction between players and local communities
Content that serves as the tournament’s legacy, such as players interacting with Japanese children and experiencing Japanese culture.

3. Content for those unfamiliar with rugby
Highly entertaining content aimed at so-called “Niwaka fans” (newcomers), such as match footage edited in the style of movie parodies.

4. Breaking match results
A particular focus was placed on breaking news of match results for those unable to watch at the venue or on television.

As a staff member of a PR company, I was naturally most interested in category 3! The challenge was how to deliver information to people who had never been exposed to rugby before and how to create opportunities for them to watch the matches.

Here are some examples of the content shared during the tournament.

“#NiwakaFan” Trends! Creating a Welcoming Atmosphere for Newcomers

Triggered by a commentator’s remark during a live television broadcast of a match, the phrase “Niwaka Fan” (newcomer fan) surged online and began trending. Previously, the word “Niwaka” had a somewhat negative connotation, but the tournament took a stance of “welcoming Niwaka fans” to ensure they were viewed positively as “new fans.”

The Three Principles of a #NiwakaFan!

1. I don’t quite understand the rules yet…
2. But I’ve learned what a “knock-on” is.
3. Regardless, I was moved by watching rugby!

Without “Niwaka” (newcomers), “Fans” cannot be born.️
We look forward to your continued passionate support!

This tweet not only garnered nearly 3,000 retweets and over 20,000 likes but also received more than 150 positive comments, such as “Everyone starts as a newcomer” and “Let’s enjoy it together!! If there’s something you don’t know, we can just teach you!” Among these, some fans even began informing others about the league schedule in response to newcomers wanting to attend Japan Rugby Top League (the domestic corporate rugby league) matches. I believe the fact that social media posts triggered such conversations between fans was a significant achievement.

Creating and Communicating an Atmosphere of Nationwide Excitement

Working as PR company staff and interacting with mass media like television and newspapers, I have been told countless times: “We cannot feature something unless many people are interested and it has become a so-called boom or phenomenon.” To be featured by mass media, it is necessary to involve more people and create a movement.

Of course, with the success of the Japan national team, it was clear to everyone that the tournament was exciting, but the official social media accounts also made every effort to communicate this energy to the fullest. One such effort was retweeting posts from celebrities. By finding rugby-related posts from entertainers, athletes, and overseas state guests (a purely manual task!) and amplifying them through the official account, we implicitly conveyed the message that “so many people are interested in rugby!”

Furthermore, efforts were made to involve fans of other sports. During the J.League YBC Levain Cup final on October 26, Kawasaki Frontale goalkeeper Shota Arai made a “super save” during a penalty shootout and subsequently performed a “try” celebration.

The official tournament social media account caught wind of this and quoted a video taken from the stands, posting a complimentary comment with emojis: “A shock to the rugby world. A promising newcomer appears. Nice try, Arai!” Player Arai responded immediately, leading to a conversation on social media.

(Official Tournament Social Media): “Thank you, Arai! If you ever enjoy rugby, please watch out for forward passes!”

(Arai): “I play as a goalkeeper while making sure not to knock-on every day (laughs). I’m going to watch a rugby match now.”

This exchange was featured on a soccer news site the following day!

I believe this is an excellent example of demonstrating to both rugby and soccer fans that interest in rugby is growing across sporting boundaries.

Catching Social Media Topics Timely! “Visual Appeal” is Still Essential!

Social media trends were constantly monitored throughout the tournament, and one post that successfully went viral concerned a fan supporting the Wales national team while holding a leek.

During a Wales match, a fan holding a leek was caught on the television broadcast and became a hot topic online. The official tournament social media account immediately obtained the footage and posted it with a comment explaining “Why a leek?” to resolve viewers’ curiosity.

This post received over 7,000 retweets and approximately 26,000 likes. Furthermore, this footage was posted again before the next Wales match, leading to numerous posts about “Welsh leeks” on Twitter and creating a bit of a stir!

For any subject, “visual creation” is indispensable to PR. Visual impact is extremely important in creating press releases and PR events. I believe the key to the success of the post about the fan with the leek was the timely delivery of catchy content.

While simple, I feel the core of this social media operation consisted of two things:
✓ Speed and timing of posts
✓ Tracking trending words

By continuously providing hot topics in a timely manner, social media content was frequently featured on television, in newspapers, and in web news as having been “released by the official tournament social media.” I believe this created a virtuous cycle where viewers felt the official account looked interesting, leading to a further increase in followers.

Through this experience, I have once again realized the importance of the role of social media in PR. Whether people are at the stadium, watching on TV, or unable to watch due to other commitments, almost everyone can now share information from their smartphones, allowing us to gather the raw voices of a wide variety of fans. Being able to witness the emotions, excitement, anxiety, and frustrations of rugby fans was an incredibly valuable experience.

Through this work, I have also managed to become a proud “Niwaka fan,” so I look forward to the opening of the Japanese corporate league!