The TVC, featuring stars of the Lions and All Blacks teams playing Bulldog, was accompanied on the iTV channel by commentary from Jonah Lomu and Martin Johnson, information about the adidas 915 boot, and an iTV/mobile game which entered players, via mobile, into a prize draw for Test tickets. The TVC experience, which attracted huge media coverage, was much enhanced for the die-hard fans by the bonus material from the iTV channel.

This was the most successful iTV channel in Australasia to date. 26,000 played the iTV / mobile game and entered the draw, with more than 500 unique users daily.

The Tour saw adidas experience historic levels of sales. Anecdotal feedback placed adidas top of mind among all Tour sponsors.