The 2015 Rugby World Cup was played in the U.K. which meant awkward kick-off times of 1am, 2am or 5am AEST for Australian fans back home. As proud sponsor of the Australian team, affectionately known as the Wallabies, Samsung - in a bid to get our legions of fans involved - created the #WeRiseTogether campaign (featuring Rugby Legend Israel Folau) in partnership with Starcom and Twitter to encourage fans to get up and support their national team right regardless of the early start.

We were looking to help Samsung engage with fans and encourage Australians to get behind the Wallabies at the Rugby World Cup.

Starcom, Samsung and Twitter developed a custom reminder mechanic on the platform, triggered by the simple act of a ReTweet.

It worked in three steps:

1. User RT’s a Call To Action Tweet from @SamsungAU, encouraging support for the Wallabies in their next match. The CTA Tweet contained the TVC featuring Israel Folau

2. RT-ing the Tweet triggers a personal response from @SamsungAU, delivered as a notification, thanking the user for their support and confirming that they will receive a wake up call shortly before the Wallabies kick off the featured match.

3. User receives a personalised reminder Tweet from @SamsungAU an hour before kick-off AEST. The Tweet contained a voice message from Israel Folau encouraging the fan to wake and support the Wallabies.

The campaign ran from 21/09/15 to 10/10/15 but engagement was so overwhelming that Samsung extended it to run for the quarters, semis and final on 31/10.