This week thousands of people descended upon Co. Laois to attend the National Ploughing Championships. The event, which is in its 83rd year, is the largest outdoor event in Europe and one of the largest agricultural events in the world.
But, it is not just all about ploughing, tractors and farm animals – like any major event, social media now plays an important role. At Olytico, we monitored and analysed online conversations over the past week to see what people had to say about Ploughing 2014.
The National Ploughing Association used the hashtag #Ploughing, and their Twitter account @NPAIE was another key search term. Other hashtags included #Ploughing2014 and #Ploughing14.
Use of Social Media
As the Championships have grown over the years so too has the online conversations and mentions of the event. Over the past three days, mentions of the ploughing totalled 10,843, with Wednesday being the peak day for online (social) mentions.
But how were people using social media are what were they talking about online?
Anticipation and Enjoyment
This year was a record breaking one for the National Ploughing Championships with the attendance figures reaching 279,500 over the course of the three days. This was reflected in the sentiment expressed by those online. Throughout the event people commented and shared how they enjoyed the activities over the days. For some the Championships are a date of note in their calendars – they share memories and reminisce about previous years and the good times they had.
I have such great memories of going to @NPAIE with my parents – a really fun day out. Sad to be missing it this year #ploughing2014
— Dearbhaill Redington (@dearbh1) September 23, 2014
Really looking forward to going to the Ploughin tomorrow #ploughing2014 #SomeCraic
— Georgina (@GeorgiConroyXx) September 23, 2014
Really want to go to #ploughing2014 Now how can I escape for a full day?
— Biddy Gonzales (@biddygonzales) September 23, 2014
https://twitter.com/operatorahern/statuses/514826733946945536
#ploughing @bizactiongroup this place rocks, having a great one, it is deadly
— ktmetal (@ktmetaldesign) September 24, 2014
Was I the only person not Ploughing this week #ploughing2014
— Michelle O'Grady (@MOGrady15) September 25, 2014
Brands & Exhibitions
This year there was in excess of 1,400 exhibitors and brands at the event. In the build to and during the event brands utilised social media, particularly Twitter to promote their presence and also create awareness about their activities at the Ploughing. In particular, brands who had interactive and engaging activities (demos, competitions, etc) drove higher levels of conversation across social networks.
Truly Irish
Take a photo in the Truly Irish farmer and pig signs!! Row 34 stand 621 and enjoy some delicious samples #ploughing pic.twitter.com/jFwWTHoC60
— Truly Irish (@trulyirishcf) September 24, 2014
Odlums
Don't miss @CatherineOdlums next demo at stand 564 row 33! Kicks off at 3pm… #ploughing pic.twitter.com/6Ih56VwbRo
— Odlums (@Odlums_Ireland) September 24, 2014
AIB
Smiles all around from the #agri team here at @NPAIE #ploughing2014 We're at Row 23 Stand 334 pic.twitter.com/YXGfzHrROR
— AIB Business (@AIBBiz) September 24, 2014
Done Deal
The tent is filling up fast for our next gameshow with @brianormond79 at 1pm sharp – Row 35 Stand 643 #Ploughing14 pic.twitter.com/zkNFv1vAfK
— DoneDeal.ie (@DoneDeal) September 24, 2014
SuperValu
Fancy a healthy start to the morning? Try a delicious fruit salad this morning at our #FreshFood Market #Ploughing14 pic.twitter.com/Ez9apNEmoR
— SuperValu Ireland (@SuperValuIRL) September 24, 2014
Weather & Wellies
In Ireland you can be sure to be involved in at least one conversation on a daily basis about the weather – during the Ploughing Championships it was no different and this conversation was taken online.
Anyone wanna come to the ploughing with me? Mighty weather for it #ploughing2014
— Emma Rafferty (@emraff18) September 23, 2014
Good drop of rain during the night. Just in time for the #Ploughing
— Gerry 🇮🇪🇪🇺 (@unlaoised) September 23, 2014
With the combinations of it being outdoors and Ireland’s weather being unpredictable by nature, people had one burning question – to welly or not?
On the way to #ploughing2014 with @SuperValuIRL ill need to get my hands on a pair of wellies!
— Bernard Brogan (@bernardbrogan) September 23, 2014
#farmers nice sup of rain ☔ fallin here in Laois at present. Might need yer wellies tomorrow #ploughing
— Kavanator (@LeoKavanagh) September 23, 2014
The wellies are getting a day out! :) #ploughing2014 pic.twitter.com/956d29jxAT
— Denise O'Donoghue (@deniseodonoghue) September 24, 2014
Travel and Traffic
With attendance reaching into the high thousands inevitably there were a number of conversations online about how to get to the event and how long it takes to get there.
Traffic not as bad as you might imagine but car parking muddy in spots. #ploughing pic.twitter.com/cgXjfbD26j
— Daragh Brophy (@DaraghBroph) September 23, 2014
Traffic moving well so far and sun is out:) #ploughing2014
— IrelandsFarmers (@IrelandsFarmers) September 24, 2014
10am and #ploughing is already packed! LOTS of traffic.
— Mary Phelan (@MaryPhelanMP) September 23, 2014
Traffic everywhere today. I blame #ploughing2014
— Anthony O’Toole (@AnthonyOToole_) September 24, 2014
Pestaurant
One of the more unusual exhibitions at the event was the Rentokil ‘Pestaurant’ stand.
The host of edible insect delights on offer certainly was a talking point online:
Exotic edible insects on the menu in @Rentokil_PestIE #Pestaurant at #Ploughing2014 #Ploughing pic.twitter.com/x5yNlJhErO
— Fergal O'Brien (@Fergal_O_Brien) September 23, 2014
@anygivenfood call in to #Rentokil to taste the chocolate covered ants and bugs #ploughing2014
— Trish (wash your hands) (@trishduffe) September 23, 2014
Really enjoyed eating @Rentokil crickets at #Ploughing2014! Follow @IndoBusiness to see the video – up shortly! pic.twitter.com/bs4ajG65VC
— Happy New Clare (@Clisare) September 23, 2014
I munched a locust a crunchy fellow!"@Rentokil_PestIE: @zwartblesie chowing down at the #ploughing2014 #pestaurant pic.twitter.com/bKKBUnHUyp”
— Suzanna Crampton (@ZwartblesIE) September 24, 2014
Free Stuff and Competitions
Many exhibitors offer free samples or goodies as part of the activities at their stands. A number of attendees talk about and share some of the treats and goodies they received over the days.
Enjoying a free Americano at the expert electrical stand #ploughing2014 pic.twitter.com/mfwx4c2DB8
— Denise O'Donoghue (@deniseodonoghue) September 24, 2014
Got so much free stuff today #ploughing
— Hannah (@Hannah19_98) September 24, 2014
We will have to have food again next year :) @trulyirishcf @IrishFarmerette @michaelgdoran #ploughing2014 pic.twitter.com/Ua7ocyJBs7
— IrelandsFarmers (@IrelandsFarmers) September 24, 2014
National Brown Bread Baking Competition
One of the major attractions of the event are the cooking demonstrations – these interactive exhibits showcase not only the talents of some of the best Irish chefs but also the quality of Irish food products.
In particular this years’ Brown Bread Baking Competition in association with Irish Countrywoman’s Association and the National Ploughing Championship and sponsored by Aldi gained a lot of interest online.
Here are the first 4 of the finalists in the @IrelandICA brown bread baking competition at the @NPAIE #AldiPloughing pic.twitter.com/N3KQrieKti
— Aldi Ireland (@Aldi_Ireland) September 23, 2014
Who won the brown bread making at the #ploughing2014 ….anyone know?..#AskingForAFriend
— Jim Brosnan (@jimbrosnan_kk) September 24, 2014
https://twitter.com/keenan_ck/statuses/515154279146205184
There could only be one winner – congratulations Betty Williams:
The lovely Betty Williams, Ireland's National Brown Bread Champion. Delighted for her! #AldiPloughing pic.twitter.com/9qbCGY1YHE
— Presence PR (@PresencePR) September 25, 2014
The National Ploughing Championships are a unique part of Irish culture and heritage, and could be considered one of the most traditional events in Ireland. However, this tradition is now mixing with social media as event organisers and exhibitors realise the potential of Twitter, Facebook, Instagram, Message Boards, Forums and a variety of other platforms. Indeed, attendees have now come to expect social media to be a key part of their ‘live’ experiences.
Nowhere was this juxtaposition of the traditional and the modern more evident than in the example of the Labour Party, who in addition to sending Tweets from the Championship, and updating their Facebook page with news, also shared photographs through Flickr, the photo sharing network. There is no doubt that the National Ploughing Championships are an important event for all political parties – with a lot of energy and resources invested. On social media at least, it would appear Labour had the greatest impact.