The objective of this campaign was to increase awareness and boost ticket sales amongst current students and old alumni for the annual Rugby varsity fixture between the Universities of Oxford and Cambridge.

The viral was released in two forms. Firstly the viral was hosted by the RFU website and a link emailed out to their mailing list. The link was viewed 5,586 times.In it’s second form as a YouTube video released on November 12th, it was viewed over 11,000 views times.Tickets for sales for the game reached over 30,000.