In Malaysia, paid branded content across expensive terrestrial and satellite TV airtime can be a costly affair. With our limited budget of RM300,000 inclusive of production, we had to find another efficient way to create original sports content that had enough of appeal and traction for featured broadcast. Moreover, we didn’t want to be just another brand logo slapped onto a sport everyone else was associated with.

Twisted Football needed to be a rich, experiential campaign for teens online and on-ground. To launch it, we built Twisted Football goalposts at fields across the country, overnight. Each Twisted goalpost came with its own weird shape and dimensions. Using different media channels including mobile, online tutorial videos, Youtube, Facebook and interactive posters at colleges, we introduced the rules of the game and promoted the sport to millions online and on-ground. Through rich-media web banners, teens experienced the sport even before they stepped onto the actual Twisted Football fields. With simple rules, the sport became an instant hit. The sport was also seeded into the blogger community and shared. On our Next Games Facebook page, teens could also design, submit and vote for their most twisted designs. The best designs were made a reality while the two most popular designs were used in the first ever Twisted Football Tournament.

In just 2 months, 12,316 original Twisted designs were submitted • Over 10.5 million cans sold • Milo Cans achieved their highest market share ever at 93% • We exceeded target KPIs by 198% • Facebook fans increased by 68% with teens spending an average of 16 minutes on the site • From a sport that never existed, Twisted Football breaks into the mainstream with the launch of the first nationwide Twisted Football Tournament • To date, over 8,100 Twisted matches have taken place with over 17,000 goals scored • Over RM1 million in PR value generated • RM0 spend in press.