AWS Six Nations Hospitality Virtual Event

Project Background

Going into their third year in partnership with the Guinness Six Nations, AWS technology helps fans better understand the complexities and nuances of decisions made on and off the pitch.

AWS hosts an experience for guests that focuses on relationship building through showcasing their technology in a unique way. Working previously together on the live, in-person event, AWS approached Sleek looking for event options on either transforming the in-person experience into an engaging virtual event or if possible what an in-person or hybrid event could look like.

The Sleek Approach

Presenting both in-person and virtual event ideas, the decision was made to proceed with a virtual event due to the current COVID regulations. For Sleek, this meant developing strategies on how to virtually deliver the content in an engaging and interactive way but also enhance the matchday experience.

Understanding that there were two different sides to the event, both the business content and the matchday experience, the event was broken down into two parts; a business event and a ‘family fun’ match day experience. Sleek worked with AWS taking into consideration:  

• Trialling different virtual event platforms; sourcing a platform that allowed for pre-recorded and live content and delegate cameras to be shared

• Content delivery; combining both pre-recorded and live content throughout the event

• Virtual engagement strategies

• Attendee communication strategies

Deciding to pre-record some of the content at Twickenham and NEP UK, Sleek worked with the venues to ensure everyone arriving on site was complying with the venue’s COVID regulations. For Twickenham this included:

• A COVID safe risk assessment

• Ensuring masks were available and to be worn by all staff on site

• Social distancing measures at the venue

• Hand sanitiser stations

Sleek worked closely with AWS on the customer journey which included invitations to attend, joining instructions, reminders to attend, and any event FAQ’s attendees may have. Creating a customer journey ensures that even though the event was delivered in a virtual space, attendees would still receive a personalised experience.

Prior to the event, Sleek built the event running orders and player speaker briefings to ensure when it came time to event rehearsals and the live event, everyone was prepared. Rehearsals were organised on the virtual platform to ensure on the day all live speakers were aware of how the platform worked and to ensure the transitions between live and pre-recorded content were seamless.

The Results

Created for 2 rounds of the Guinness Six Nations, the transition into a virtual event was enjoyed by all attendees as they experienced exclusive insights into AWS technology, the Guinness Six Nations and one-on-one with former England Captain and AWS Rugby Ambassador, Will Carling.

Held a couple of days prior to match day, delegates were invited to join their account managers as they heard from key AWS stakeholders, Will Carling, Sarah Beattie Chief Marketing Officer, Six Nations Rugby Ltd and more! Attendees enjoyed learning more about how not only AWS technology assists the game and the fans watching but also how teams use the technology to educate and improve individual athletes performances.

To get attendees excited on match day, their families or household were invited to attend the virtual event with them. Sleek organised virtual event packs to be sent to each household so they could enjoy snacks and drinks throughout the event as well as personalised Guinness Six Nations merch. Attendees were treated to an exclusive Twickenham changing room tour from Will Carling and Owen Farrel, player insights from Stuart Hogg, Gregory Alldritt, Maro Itoje and Sarah Hunter as well as a live and personal Q&A with James Haskell, Thomas Castaignède & Kenny Logan and pre-game insights with Will Carling.  

Combining the live content with some pre-recorded content allowed for attendees to get a personalised and interactive experience, however also see some behind the scenes exclusive content that would not have otherwise been available.