Case Study - QBE Lions Tour App by RightNow Digital

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14 June 2017

To support QBE’s sponsorship of the Lions tour to New Zealand, RightNow Digital (RND) were commissioned to build QBE’s app, which would be a central and key element of its sponsorship activation. RND have put together a case study for us to understand the motivation, method and measurements employed.

RightNow Digital was chosen as it can rapidly produce specialised mobile apps for sponsor brands, and has an extensive track record working in rugby: clients include Shane Williams, Scarlets and Dragons. RightNow Digital’s solutions already deliver a comprehensive digital marketing toolkit for targeting rugby fans. This is a game-changer for sponsors who previously have been limited to having their logo incorporated into official club/league apps and no way of accessing fans outside of social networks.

Their apps provide fans with a ‘one-stop-shop’ for news, social media, ticketing, merchandise and other services, enabling regular engagement with fans by ensuring there is always new and interesting content available in these specialised media channels. This real-time content from every relevant source ensures that fans return on a regular basis, which is the key to effective digital engagement and monetisation. The mobile apps built by RightNow Digital use its proprietary mobile CMS platform which was named “Best New Innovation” at the 2017 Sports Technology Awards.

QBE’s brief to RightNow Digital was to deliver a new, free-to-download app which would provide rugby fans with the perfect go-to source for in-depth, 24/7 real-time news and views around all aspects of

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