The New Zealand Haka is as much as part of a tournament as the game itself. It's a frequent talking point for fans and something even non-rugby fans know.

We ambushed the tournament with our own version of the All-Black's famous Haka. The Hakarena – a Haka-inspired dance set to a universally recognisable song, The Macarena.

Our unique video featured England rugby legend Matt Dawson to add credibility and front the Hakarena, with the film devised, scripted and shot in a way certain to provoke a reaction.

The contrast between Matt’s serious, authoritative introduction shifting into the Macarena style dance, described as a way to help England win by ‘putting the All Blacks off their game’, provided great entertainment.

The dance was performed alongside the Battersea Ironsides rugby team; who consist of players of every shape and size, added fun and played into the brand’s 'clothing for all' message.

The video was posted on Facebook and Twitter two days before the tournament began, with the Facebook post targeted at rugby fans. Scheduled Twitter posts helped increase YouTube views and the day after the video was posted, it was sent out to media along with a press release.

We also encouraged England fans to 'Do the Hakarena' to support their team. Aiming to encourage fans to get behind the team at games and online, and put their biggest rivals, the All-Blacks off their game.

Over the following week the campaign was further amplified to our Jacamo customer base through email marketing, website and blog features and videos being played in Jacamo stores throughout the country.

With some contentious reactions likely, a reactive statement was prepared in advance, to be used for media requests and Jacamo-owned channels.

- Combined video views of over 2.3m in just five days.

- Shown on the BBC, ITV, Fox and CNN.

- It was mentioned 11 times at a TV press conference, with the England team and All Blacks.

- Over 2,000 pieces of print, online and social media coverage.

- Press coverage reaching 39,210,392 people.

- Featuring in all major UK titles, including The Times, Metro, The Daily Telegraph, Daily Mail and Daily Star.

- Media in New Zealand, Hong Kong, France, South Africa and Ireland, all made it a major talking point.

- Trending No.1 in the UK, New Zealand and Australia.

- And it was even debated in the New Zealand Parliament.

- 48% increase in visitors to the Jacamo website, including 33% increase from mobiles and 12% uplift from tablets.

- As a result, direct and email traffic rose by 500% compared to the previous week.