We owned the conversation during the State of Origin.
The State of Origin competition always brings out the rivalry between states, mates and fans. We developed a social-first game plan that invited viewers to challenge their mates to a bet that would be based on the outcome of the game. Our activation provided a real contract which recorded the deed that the 'loser' would be obliged to complete. By responding directly to social chatter, we infiltrated and owned the online conversation.