Agency: iris Worldwide, Sydney

Roles: Executive Producer 

Project Type: Real Time Social Media 

Case Study:

The 2013 rugby season was one for the history books, with the All Blacks winning 13 games in a row. In the lead up to the final game of the year against Ireland, we asked ourselves, ‘How could adidas help celebrate the All Blacks’ first undefeated season, making sure their momentous achievement receives the glory it deserves?’ 

The Force represents everything the All Blacks jersey stands for, from those who have worn it before, the spirit of the All Blacks on the field and the passion of the supporters. We unleashed the full power of our force by inviting supporters to join us, to embrace the ferocity ofthe All Blacks and together harness the power behind the jersey.

To celebrate that incredible 14th win and the clean sweep of 2013, we decided to change the allblacks.com URL to wwwwwwwwwwwwww.allblacks.com – with each ‘w’ signifying an All Blacks win. We created both a Facebook timeline cover and social content for the All Blacks’ 2.1m Facebook fans and adidas Rugby’s 148k Facebook fans pages.

Within seconds of the victory against Ireland, the new URL was posted on Facebook, Twitter and as a major news story on the All Blacks website generating high levels of engagement and relevance for adidas. 

Results:

+  2m All Blacks fans reached in a single post

+  19k visits to the website, over 8k likes and 1,100 shares

+  Silver at One Show for best social post