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From Field to Feed: How Eventistry Amplified Dialog Schools Rugby’s Digital Engagement

Date

2024

Client

Dialog

Category

Digital / Marketing

CHALLENGE:

Dialog, Sri Lanka's top sports sponsor, entrusted Eventistry with elevating fan engagement for two key school rugby events: the Dialog Schools Rugby League and Dialog School Rugby Knockouts. While school rugby packs stadiums with excitement, the energy online had never matched the on-ground passion. Our mission was clear: to bring the same level of intensity and excitement to social media, creating dynamic content that showcased each team and their rising stars. The goal? To ignite fan anticipation, drive interaction, and strengthen the connection between fans and future rugby champions, turning online engagement into a reflection of the stadium’s electric atmosphere.

SOLUTION:

Eventistry developed a comprehensive social media fan engagement strategy, focusing on Instagram and Facebook, two of the most popular platforms in Sri Lanka, while creating engaging content that reflected the on-ground excitement of the matches.

  1. Creative Content Development:
    • We produced a variety of content, including match announcements, engagement posts, fixture updates, trailers, and countdowns to keep fans excited and informed.
    • Our team focused on player-centric content, including dynamic posts that showcased young talent, highlighted match-winning performances, and created buzz around upcoming fixtures.
    • Interactive content such as carousels, static engagement posts, and fun video challenges were introduced to enhance fan interaction, especially during key moments of the tournament.

  1. Multi-Platform Engagement:
    • On Instagram, we ran a series of static and carousel posts featuring match announcements and team highlights. We also created video trailers to build hype around upcoming matches and key events.
    • On Facebook, we produced photo albums, video trailers, and interactive posts that encouraged fans to share, comment, and engage with the content. Posts like champion announcements and match recaps were designed to celebrate the excitement of the tournaments.
    • Engagement with fans extended beyond mere likes and comments, fostering a community atmosphere around the event by focusing on the players as heroes, thus building a stronger connection with the audience.

RESULTS:

Our digital fan engagement strategy led to a significant surge in online activity for both the Dialog Schools Rugby League and Knockouts.

  • Instagram: 26 posts generated over 1,100 likes and boosted fan interaction with targeted content like team highlights and match announcements.

  • Facebook: 40 posts reached an incredible 130,000+ likes, 2,400 comments, and 1,600 shares. Key posts, including champion announcements and player highlights, drove intense engagement.

This campaign brought the energy of the stadium into the digital space, building a vibrant online community that celebrated the thrill of the matches and the future stars of Sri Lankan rugby. Through creative and interactive content, Eventistry set a new standard for how school sports are experienced on social media, proving that on-ground excitement can be amplified online.

🚀 Want to take your next campaign to the next level? Let’s make it happen.
Reach out to us at info@eventistry.agency.

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DAVID SAMMEL
He has coached three Olympians, Barry Cowan (Sydney 2000) with Liam Broady and Marcus Daniell involved in Tokyo 2021 where Marcus made history with Mike Venus, winning bronze, New Zealand’s first ever tennis medal. Apart from success in tennis on the ATP/WTA tours, he coaches mindset to private clients including international cricketers, a pro golfer who recently won her first European Tour title, several college athletes and is a consultant who has worked with the likes of Chelsea and Fulham Football Clubs. He has a best selling book Locker Room Power and a successful online program called Mindset College. A graduate of the Berkeley Executive Coaches Institute (BECI) as well as earning a European Mentoring (EMCC) diploma. He illustrates that whilst his coaching is based firmly in applied psychology, sound theory sits behind his knowledge.
ANKUSH ROY
The romanticism in Ankush is primarily sparked by anything to do with sports. Far from being a dreamy kind of impulse, it is a burning desire to get sports events underway with maximum efficiency, providing athletes a setting to perform without limitations and for fans, an event worth their while. For over 15 years, Ankush has been at the forefront of India’s sporting setup, engaging with world-class franchises such as the Indian Premier League, Indian Super League, Star Sports Premier Badminton League and Star Sports Pro Kabaddi League as a proven specialist in Tournament Direction and Event Operations Management. More recently, he was also involved in the Lanka Premier League as Head of Operations and Marketing. Ankush joins the ranks at Eventistry Sports in bringing his ‘A-Game’ to Sri Lankan sports arenas. Based on his extensive track record, the local industry is undoubtedly going to benefit from a much needed international-level approach to sports marketing. Ankush himself is excited at the prospect of working with the massive potential Sri Lanka has in becoming a sports tourism destination. Through his collaboration with Eventistry Sports, Ankush believes a new paradigm for sports and branded events is inevitable and that ground zero when it all happens, will be right here in paradise isle.
ISHARA GOONERATNE
Ishara is in his element when the need of the hour is content for channels or channels to drive content. This ability of being able to manage superhuman volumes of communication streams makes him a critical asset in Eventistry Sports’ evolved angle for modern sports marketing, where the effective use of tech will determine the achievement of set objectives. Not much for engaging in physical sports, Ishara is an extreme e-sports fan showing deadly competence on Call of Duty. He does however, love cricket and derives a sense of pride from the Sri Lankan team’s exploits on the field, focusing on it as an effective touchpoint for driving audience engagement on social media. Since joining Eventistry Sports, Ishara has steadily gained an understanding on the dynamics of sporting events and their marketing aspect. To date, he has many projects under his belt, for which he has exclusively managed the marketing and digital media execution, as well as more specific deliverables such as setting up of media services, live-streaming events and real-time content generation. As is to be expected, Ishara’s vision for sports marketing involves the integration of tech and using its capabilities of connectivity and engaging content delivery to create unforgettable experiences for fans both on and off-ground, while simultaneously enhancing the reach brands have with their audiences.
KARIN WIJERATNE
Rebellious in attitude and proven exceptionally capable through a string of global brand communication experiences, Karin brings her innate understanding of the interplay between sports and sporting fans to create campaigns of heightened appeal. Her grounding in sports comes from early childhood itself, when she took on the demanding yet exhilarating training regimes of ballet, before subsequently also engaging in competitive swimming and tennis at a later age. As a fan, a variety of sports capture her passionate interest; from F1 (favourite team being Red Bull), ice skating and gymnastics (for their display of strength and artistry) and Baseball (Dodgers FTW!). Lately though, through her time in Eventistry Sports, Karin has also become a devout follower of Rugby and Cricket. Being so athletically inclined, Karin knows exactly what kind of setting makes for a great sporting event, one that delivers on fan expectations while inspiring athletes and teams to perform at their best. A visceral and innovative thinker, she sees opportunities for their holistic value and gets about constructing platforms that allow sporting talents to shine. As a result, every event becomes a value-driven engagement where brands and fans have much to gain from. Karin believes from her core that the world of sports has much untapped potential and that Eventistry Sports would be there at the forefront to take on the challenge of expanding the boundaries sports, enabling both athletes and brands to grow within its sphere.
IFHAM ARIFF
A firebrand by nature, Ifham has always been ahead of the curve with his outlook for sports in Sri Lanka, so much so that in founding Eventistry Sports, he was also establishing the country’s first and only dedicated sports marketing agency. The realm of sports and what it represents has been captivating, driving and inspiring Ifham throughout his life, across many milestones. As a school-going athlete, he was constantly engaged in playing multiple sports with basketball, rugby and cricket taking centre-focus. And, when he wasn’t playing, he would be following cricket, football and of course, F1 racing with frenzied interest, passionate fandoms that if at all, have intensified with time. As far as professional experience goes, Ifham has built himself a solid repertoire starting with his extensive accomplishments at Red Bull (including setting up Red Bull’s global cricket asset – Red Bull Campus Cricket), to promoting sporting events in collaboration with Sri Lanka Tourism and now, providing leadership to every single project Eventistry Sports takes on. With the continued success of his companies Eventistry and The Quest Ltd., Ifham displays a good head for business, always ensuring that the numbers are met in delivering optimal outcomes for collaborating brands and sporting teams. Competitiveness, survival and strategic victories, closely held values all drawn from sporting discipline, make Ifham a true catalyst for the evolution of the sports medium in Sri Lanka. Ifham’s vision for sports marketing is ambitious. He believes it to be the driver for raising the country’s sports industry to a professional level that is on par with global standards, where athletes can have sustained careers both on and off-field. Achieving this however, require brands and corporates to also believe in the potential of sports as a compelling platform for driving awareness and connecting on an emotional scale with audiences. With attended events making a comeback and sporting interests diversifying, the scope is finally opening up to take sports marketing several notches higher. In short, Ifham’s mission has now kicked into high gear.