What if we would redefine the well-known convention of TV game quiz and make it online game. Same TV show convention, similar reach, same emotions BUT anyone can participate through social media.

The Tubular Uncover was the first live TV game show broadcasted through social media. We invited Maffashion – well-known fashion bloger, as the host. She live broadcasted the contest via Facebook Mentions. The show was produced at a Sizeer store (the main retail partner for the adidas Tubular). Inside there was an in-store installation created with 50 pairs of Tubulars. Through Instagram and Snapchat, Maffashion gave viewers clues about the hashtags. If you guessed the right hashtag, you won a pair of adidas Tubular live.

The entire contest took only 100 minutes. During this short period of time it generated the following results:

- more than 500 000 people watched Tubular Uncover live,

- more than 20 000 people took part in the game,

- the game show on Facebook had a larger audience than the most popular soap opera on Polish TV.