BlackBerry was a sponsor for the 2011 Rugby World Cup and came to us to create content centred around that sponsorship. Their objectives were to Enhance the “play” aspect of the BlackBerry brand and to connect with Rugby fans. “Rugby isn’t a game for bystanders and being a fan isn’t a passive experience we need to help them ‘get stuck in’ to the World Cup.The Solution:
Create an interactive game that puts fans in the middle of the action.Recreating the pressure cooker that is the final moments of a big game when all is on the line. Players battle their way up the field for their chance to win limited edition Wallabies jerseys and BlackBerry playbooks.