Our idea ALL UNDEFEATED aimed to celebrate the All Blacks 14 Wins and give fans a piece of memorable and shareable content to celebrate the event.

1. We create a visual whereby www.allblacks.com became wwwwwwwwwwwwww.allblacks.com. Each 'W' had the details of the team the All Blacks defeated and the date in chronological order. The content was signed off with the line 'all undefeated', leveraging adidas' global positioning of 'all in'.

2. We changed the www.allblacks.com URL to wwwwwwwwwwwwww.allblacks.com and put up a congratulatory message from adidas to the All Blacks with the all undefeated visual as the key image on the allblacks website.

As a piece of topical real time content with zero media or marketing spend we generated mass social interaction. Within 6 hours our All Undefeated post was the most shared branded post on the All Blacks Facebook and Twitter pages, ever. Over 7,000 likes and 1,100 shares, the estimates reach of our fan interactions was 3million plus - half the population of New Zealand. In addition, the wwwwwwwwwwwwww.allblacks.com received over 50,000 unique visits, on top of the normal daily visits to www.allblacks.com indicating we generated significant incremental traffic and conversation. No specific commercial objectives were set.