Event Management
Smart Digital x Connacht Rugby – The Tunnel Club Influencer Event
Content Creation
Smart Digital x Connacht Rugby – The Tunnel Club Influencer Event
Smart Digital Marketing & PR Agency was delighted to work with Connacht Rugby on an exclusive influencer activation at The Tunnel Club at Dexcom Stadium, ahead of Connacht Rugby v DHL Stormers. The event brought together a carefully selected group of influencers and content creators for a unique match-day experience, while showcasing The Tunnel Club and giving guests an opportunity to experience Connacht Rugby from a completely different perspective. Located alongside the players’ tunnel, The Tunnel Club offers guests an up-close look at the build-up to match day, creating a unique setting for engaging social media content.
Influencer Event Management by Smart Digital Smart Digital managed the influencer activation, from identifying and securing suitable creators to pre-event communication, event coordination and content management on the night. A total of nine influencers attended through Smart Digital’s influencer activation, with creators sharing their experience with their audiences across social media. The invited creators represented a mix of lifestyle, fashion, sport and entertainment audiences, helping to introduce The Tunnel Club experience to a broad online audience. All influencers shared multiple Instagram Stories throughout the event, capturing everything from their arrival and the atmosphere inside The Tunnel Club to the build-up to Connacht Rugby v DHL Stormers.
540,000+ Combined Influencer Following The influencers attending the activation had a combined Instagram following of more than 540,000, providing significant organic exposure for Connacht Rugby and The Tunnel Club. Content from the activation extended beyond Instagram, with coverage also appearing across Facebook, TikTok and LinkedIn, increasing the overall reach and visibility of the event. 61,460+ Combined Instagram Reel Views Video content surrounding the activation generated more than 61,460 combined Instagram Reel views, alongside the extensive Instagram Story coverage generated throughout the evening. The results were achieved through organic social media coverage, demonstrating the value of bringing relevant creators together with an experience that naturally lends itself to engaging social content. Smart Digital also created content from the event across its own channels, with Ruth documenting the activation and showcasing both The Tunnel Club experience and the atmosphere surrounding the opening home game of the season.
Creating an Experience Worth Sharing For Ruth, the activation was about more than simply inviting influencers to a rugby match. The focus was on bringing the right creators together and giving them an experience that would translate naturally into authentic and engaging online content. Ruth said: “I was thrilled to work with Connacht Rugby on this activation and to bring together such a brilliant group of creators for the evening. The Tunnel Club is such a unique experience and it was fantastic to see the amount of content being created and shared throughout the event. From the atmosphere before the game to being so close to the players as they made their way through the tunnel, there was so much for our guests to capture and share.” The activation showcased Smart Digital’s experience across influencer marketing, event activation, creator management, live content creation and social media, delivering strong organic visibility both during and following the event.
