In sport it’s fair to say that you’re either a rugby or football fan.

So, as O2 has a long-standing involvement with both sports, we created a viral film to fuel the debate on which sport is the best. Ultimately, the aim of the film was to provoke viewers to defend their favourite sport on a dedicated microsite.With no communications to the O2 customer base, over 65 thousand die-hard fans watched the videos through online sport forums, YouTube and in O2’s blueroom.