To broaden the appeal of wimbledon to a younger, cooler audience, drive support and create social buzz around Andy Murray and adidas at Wimbledon we created a live twitter game - within the game.

During play #hitthewinner asked fans to 'go all in for Murray to win', and every set, pick a target on the court where they wanted Murray to hit a winning shot. 'Every time he hits a winner you could win'. The more winners, the more prizes.

The real-time, reactive game ran on twitter during play. If he won, so did the fans. And he most certainly won this time. Over 55,000 people played which along with a whole load of other social fodder and pr led to over 72 million impressions.

Adidas were the most talked about brand during wimbledon.

A live twitter game - within the game. Murray launched the game via a youtube film, and shared graphic visuals that explained how to play - At the start of each game you pick a target on the court where you want Murray to hit a winning shot by tweeting #hitthewinner1-9.

Every time he 'hitthewinner' we instantly tweeted graphic heat-maps and Vine animations to celebrate and pinpoint the incredible winning force that is Andy Murray. The more winners he hit, the more winners there were. It was a truly realtime, interactive, live social commentary, every game of the tournament.

We all won! Over 55,000 people played, which along with a whole load of other social fodder and pr led to over 72 million impressions online. Sales of tennis apparel went up in store. We saw thousands of young people not just engaging, but interacting with tennis, a sport normally associated with an older audience. Adidas were the most talked about brand during Wimbledon. It cemented our relationship with the greatest player in the world. So it wasn't just Murray that #hitthewinner it was all of us!