Bringing Kiwis closer to the All Blacks
Telecom BackingBlack Digital Wall

As principal sponsors of the All Blacks, Telecom wanted to create an interactive and engaging experience that would celebrate the team and bring fans closer to the All Blacks. Beginning with the Tri Nations and then moving onto the Rugby World Cup the aim was to create an exciting means to rally support for the national team. And what better way to do this than to get the inside information from the All Blacks themselves – the interesting things that only an insider would know.

It is easy enough to find out performance related facts, but what about questions like “Who snores the loudest?” “Who is always early for the bus?” and “Who loves the camera?” became a way to get fans closer to the All Blacks. The BackingBlack multi-media wall, located at Auckland Airport’s domestic terminal, not only demonstrates Telecom’s position as leaders in innovative technology but also provides unique behind-the-scenes insights for All Blacks fans.

The design look and feel takes it cues from the official All Blacks fan club site, BackingBlack, also sponsored by Telecom, and is inspired by a mix of current All Blacks elements and the great provincial rugby ground scoreboards of old. The wall acts as a dashboard of interesting information that frequently changes to retain interest. Other content streams include a live twitter feed, facebook feed and a QR code which when scanned with a smartphone, leads straight to the BackingBlack website. By creating content that is flexible, it can be re-purposed through to different channels. Sections of the wall are going to be installed in the BackingBlack HQ in the Viaduct where it will serve as a medium for fans to connect from all over the country and show their support.

The response from fans to the BackingBlack wall has been extremely positive. “The real power of the wall is in its scale,” explains Devin Fennell, senior designer, “and its capacity as an immersive, enveloping digital experience.” Positioned for maximum impact and foot-traffic at the Airport, the wall forms an integral part of visitors to Auckland’s first experience of the Rugby World Cup.