Page 25 - SECOND TEST

DHL NEW ZEALAND LIONS SERIES 2017 // 25
BEHIND THE SCENES
A A TRULY
SOCIAL
TOUR
From player diaries to weight-training sessions and daily live broadcasts thanks to social media this series has seen fans taken inside the world of of professional rugby like never before WORDS: ALEX MEAD
IT WAS A A A VIDEO CASSETTE OF THE VHS
variety that proved to be a a a a a game-changer in in the the the world of of of rugby Mention Living with the the the the Lions the the the the of of of cial lm of of of the the 1997 tour to to to South Africa to to to many rugby fans – – particularly British and Irish – – and and they they go misty-eyed as they they recall the the the the the the the tour tales the the the the the the the kangaroo court the the the the the the the the the pranks the the the the the the the the the insight the the the the the the the the the intensity Never before had we we we we been taken right into the the the the the the heart of the the the the the the players we we we we worshipped as fans And what’s more we we we we discovered they were actually just like us us on tour Ever since that lm the the hunger for a a a a a a a a peek inside the the world of of professional rugby has never really been been sated and during this Series thanks to social media we’ve been been been given pretty much a a a a a a a a a a a 24/7 news feed that has been been viewed by millions Primarily through Facebook Twitter and Instagram millions millions of of fans have been given a a a a a a a a a a a a a a a a a pass into not only the the the Lions camp but also that that of of of the the the the All All Blacks Blacks Maori All All Blacks Blacks and other teams that that have been been part of of the the the DHL NZ Lions Series We’ve been been inside stadiums changing rooms rooms rooms weights rooms rooms rooms hotel rooms rooms rooms we’ve we’ve found out their favourite things we’ve we’ve discovered who who who sings best who who snores worst and and who who plays with Lego
(Jack Nowell and and George North) There’s also been Sonny Bill Williams doing dead lifts Sam Warburton leg pressing his strength and and conditioning coach and and the the All Blacks meeting
a a a a a a a a a a real lion Over on on on on the the the players’ own channels we’ve witnessed the the ourishing bromance between Sean O’Brien and James Haskell And all that could be be in in in in just one day “Over the the the four years since the the the last tour things have changed so massively ” says Shane Whelan the the the British & Irish Lions’ Head of of Digital “The amount of of news we have to to produce on on on a a a a a a a a a a a a a a a daily basis is is is astonishing Just look at team announcements back in in 2013 it was very very much a a a a a a a a a a a a a a standard press release given out to journalists who then spread the the word Now every
Fans have experienced the Series from every
possible angle