Brief:
To push the NRL’s State of Origin Series into the digital space and increase fan engagement.
Idea:
One of the world’s biggest social media installations.
The NRL Mission Control Room was created in partnership with digital agency VML to track, engage, reward and amplify the real-time social conversation during the 2013 State of Origin Series. Generating over 1 Billion impressions of the State of Origin #hashtags and unprecedented interaction/engagement with our content, the Mission Control Room was the most personalised fan engagement in Australian sport.
Role:
Creative working on in the pop-up style centre at the NRL’s State of Origin matches, creating real-time conversations with fans.
