NRL MISSION CONTROL
CLIENT
NRL AUSTRALIA
OUTCOME
1 BILLION+ // Social media impressions generated
6.5 MILLION // Facebook users engaged on game day
120+ COUNTRIES // Participated in the conversation
#3 GLOBALLY // Trending hashtag on Twitter
overview
A real-time fan engagement experience bringing the State of Origin social conversation to life across every match, generating over one billion hashtag impressions.
approach
State of Origin is one of Australia's biggest sporting rivalries, with millions of fans passionately following every moment online. We saw an opportunity to turn that conversation into an interactive experience, bringing supporters closer to the action in real time.
We created Mission Control – a live social engagement platform that tracked, amplified and rewarded fan conversations throughout the 2013 State of Origin series. Working from a pop-up digital command centre at each match, we produced real-time content that responded to the live action, keeping fans at the heart of the campaign.
By combining social listening, rapid content creation and personalised fan interactions, Mission Control generated over one billion hashtag impressions and delivered one of the most engaging live social activations in Australian sport.
