The State of Origin is the most watched Australian sporting event on television annually and with so much conversation the NRL wanted to feed fans rivalries across Instagram throughout the series.
On the field the State of Origin is the biggest rivalry in sports, but it's on Instagram where true fans are one upping each other.
We created a series of activations that used social media functions to help drum up the rivalry in fun and playful ways. These included the illustration of players, stickers, polls and games that could be played on Instagram Stories.
The different executions were there for fans to use as they rode the highs and lows throughout the 3 game series. The stickers were searchable by typing 'NRL' or 'State of Origin' on the Instagram stickers function. To aid the discovery, we made a nifty supporting video that was used by NRL both as an Instagram Story and in-feed.
- Over 4.3 million organic impressions on Instagram Stories
- Almost 40 million organic sticker views on Giphy
- An average of 2 million TV viewers per match