30 sec TVC.
Town targeted Facebook hype videos from Richie.
YouTube Preroll enticing people to skip to elongate the media spend.
Heat maps urged towns to compete against each other for taps.
Town targeted Facebook posts got locals actively tapping.
Richie McCaw's selfie posts videos kept towns updated.
The campaign was picked up by multiple press and TV/radio news segments, along with NZ's top rugby show 'The Crowd Goes Wild' requesting a partnership to find players and cover the game LIVE.
'The Crowd Goes Wild' social post featuring our life-sized Richie standees placed in petrol stations across NZ.
Richie announced the winning town through free media and his social channels. The game was then broadcast to the nation via Facebook Live - attracting viewers in the hundreds of thousands.