BBC America is teaming with location-based social-media service, Foursquare, in an attempt to seed TV viewing parties in pubs and restaurants for its live coverage of the RBS 6 Nations Rugby Championship.
As of yesterday, the companies say, Foursquare users can follow BBC America at Foursquare.com/BBCAmerica, in order to discover over 100 public venues that will be showing BBC America's 6 Nations coverage (and that could therefore serve as locations for viewing parties), as well as a selection of venues in the 6 Nations Championship's six host countries: England, France, Ireland, Italy, Scotland and Wales. Users can also unlock a "BBC America Rugby" badge by checking into the featured venues, as well as share their own tips on places to watch the championship via the hashtag #Watch6Nations, and post photos of their TV viewing parties. "One of the most powerful aspects of Foursquare is its ability to guide users to new experiences based on their interests," Jonathan Crowley, Foursquare's director of business development, said in a prepared statement. "We're thrilled to partner with BBC America to enable rugby fans to easily coordinate 6 Nations watch parties across the US and around the globe. Rugby viewing is a very social activity, and this partnership will bring the rugby community together at some of the best viewing spots."
The BBC America-Foursquare 6 Nations initiative is being supported by on-air promotion, a "Public Viewing Locales" feature on BBCAmerica.com, and a national sports bar marketing/promotion campaign in partnership with Bottle Rocket Marketing Group. The latter campaign sees sports bars in BBC America's top markets being blanketed with promotional messaging to watch the network's rugby broadcasts and to engage with it via Foursquare.
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